Page 384 - Social Media Marketing

a p p e n d i x B : ╇ O nline R eferences╇ ■Social Networking for Business
For more on the direct application of social networking and social computing for busi-
ness, consider reading Rawn Shah’s Social Networking for Business (Wharton, 2010).
Follow Rawn on Twitter: @Rawn.

http://www.onlinecommunityreport.com/archives/599-Online-Community-Expert-
Interview-Rawn-Shaw,-IBM.html

Social Computing Policies
IBM offers its social computing policies for review. Some time spent with these is
highly recommended.

http://www.ibm.com/blogs/zz/en/guidelines.html

Social Computing Policy: Ready-Made Examples
Altimeter has compiled a representative listing of social computing policies, includ-
362 ing large and small businesses as well as nonprofit and service organizations. You will
find the listing by searching “social computing policy examples” or by visiting the fol-
lowing URL:

http://wiki.altimetergroup.com/page/Social+Media+Policies

Choosing a Social Object
Altimeter’s Jeremiah Owyang offers a handy reference when considering various social
objects, including social objects built around brands, and products or services. You’ll
find the chart here:

http://www.web-strategist.com/blog/2010/04/08/matrix-how-to-choose-social-
media-programs-by-brand-lifestyle-product-or-location/

Knowledge Assimilation
Ross Mayfield, founder and CEO of Socialtext, talks in detail about the use of collab-
orative tools inside businesses: You can review his post here:

http://ross.typepad.com/blog/2009/08/crm-iceberg.html

Implementing Social Technology

As you begin to plan and implement your social business programs, the following
resources will prove valuable.