388
i n d e x■BuddyMedia and, 94, 95
business presence on, 303
BuzzStream and, 128, 129
Café Coffee Day and, 186–187,
188
Comcast and, 9, 226–227
connecting and, 301
ContextOptional and, 94, 95
customer service and response
systems and, 236
as customer support channel, 9
Dell and, 92
Dyson bladeless fans and, 123,
148
Foursquare v., 197
Freshbooks and, 116–117
Friend2Friend and, 94, 322–323
friends and, 324
getting found on, 301
identity and, 319
JetBlue’s T5 and, 218–219, 220
KinkFM and, 257
KPIs and, 128
Minggl and, 308
news travel and, 13
profile completion and, 300, 319
purpose-built applications and, 94
retweet capability, 296–297, 305,
307, 308
“scared” tweet and, 73
short posts and, 148, 256, 284,
318
social analytics tools and, 25
social graph and, 293
social graph mapping and, 127,
128
social objects and, 256–257
SomaFM and, 257
Step Change Group and, 94
Telstra and, 65, 236, 320
“3D friends” v., 261
Tweet in Klingon v., 95
Tweetdeck and, 128, 129
TweetTone and, 147
Twellow and, 290, 291, 296
Twitter Marketing: An Hour a Day
(Thomases), 324
“Twitter Pitch,” 149
TwitterGrader, 149
2.0 Adoption Council, 341
2010 InterOp Mumbai presentation,
136
2020 Social, 15, 16, 100, 111, 303,
304
Tyson Foods “Hunger All-Stars”
program, 270, 271, 272
U
Ubuntu, Linux, 193
Unilever, 178
unique visits (Web analytics), 144, 155
United Airlines, 39“United Breaks Guitars” video, 39
Universal Flight Information Systems,
122
universal social graph, 306–310
“upstream,” 251
USAF Altimeter response matrix, 12,
25, 186, 345
use policies. See Terms of Use
V
V2V (volunteer-to-volunteer)
program, 292
value homophily, 291–292
values-based communities, 293
Vancouver, Hub Network in, 127
Vann, CD, 44
Vauxhall, 320
Vendor Relationship Management
(VRM), 45
Vernocchi, Marco, 47
Via cups, 337
Vimeo, 257, 285
virality, 4, 97, 144, 276
visualization
data visualization, 289
partisanship visualization, 292
voicemail application, Aircel, 65, 66,
103, 271, 326, 331
volume (sentiment/source/volume),
141–143
volunteer-to-volunteer (V2V)
program, 292
VRM (Vendor Relationship
Management), 45
W
wakeboarding, 267, 284
Walmart
Bazaarvoice and, 12, 226
change agents and, 186
correlation and, 157
negative conversations and, 226
organic foods and, 226
“The Hub” and, 277, 278
Walton, Sam, 104
Wampler, Kira, 39
Wang, Ray, 239
weak ties, 153
Web 1.0, 96
Web 2.0 Expo, 305
Web 2.0 technologies. See Social Web
Web analytics, 154–158, 159, 160,
161, 162, 311
bounce rate and, 154, 156, 158,
311
Google Analytics and, 144, 154,
155, 158, 160
referrer URL and, 155
time spent/pages viewed and, 23,
67, 125, 154, 155, 158, 311
unique visits and, 144, 155Web Analytics: An Hour a Day
(Kaushik), 156
Web Analytics 2.0 (Kaushik), 156
“websites-as-islands,” 310
WebSphere, 124
web-strategist.com/blog/2008/12/31/
diagram-how-the-air-force-
response-to-blogs, 12
Webtrends, 145, 155
Wet Seal, 342
“What’s Your Folly,” 94, 323
white-label social platforms, 85, 90,
91–92, 207, 309, 328
Whole Foods Market, 117, 212, 258,
279, 280, 290
“whole-business,” 4, 39, 119, 180
widgets, 94
Wi-Fi, 172, 217, 218, 337
wiki-based social software listing
(Dachis Group), 91, 334
Wilson, Ian, 224
Windows 7 advertising, 253
Wolverton, Michelle, 116
Women’s Fund of Miami-Dade
County, 43–44
Wordpress, 275, 332
workflow, 49, 50, 77, 91, 113, 115,
130, 131, 137, 148, 171, 231,
240, 242, 243, 340, 344, 345,
346
workflow-enabled analytics tools, 23
workplace collaboration, 339–341
World of Warcraft, 267
World Wildlife Fund, 271
X
XFN Protocol, 315
Y
Yammer, 185, 235, 340
Yelp.com, 6, 30–31, 232
“Your customer has the answer,” 104
Your Mascot Sucks, 101
YouTub e
brand outposts and, 65, 97
branded business channels and,
328
Channels, 97
Facebook vs., 32
Freescale and, 9, 65
as social media program (in
business), 329
Z
Zappos, 22, 117, 118, 119, 132, 226,
244, 280, 342
Zenith Optimedia study, 54