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customer support and, 131–135 Rapleaf and, 235, 238, 242, defined, 288
decision-support elements of, 293–294 extensions, 325–328
123–136 relationships and, 295–296 external, 92
defined, 38–39, 49–50, 123 simple, 288, 289 graph of, 289
Deming and, 251 social ecosystem and, 102, 103 internal, 91
elements of, 235 social graph applications, like-mindedness and, 290–293
Esteban and, 112, 123, 136 324–325 malleable, 305–306
global applications of, 347 social network v., 31, 102, 287, mapping, 304
Greenberg and, 39, 50, 231 288, 314 relationships and, 296
The New Know and, 237 source and, 127–128 SaaS and, 91, 133, 325, 328, 332
NPS and, 12, 119, 126, 168, tools for powering, 295–297 sharing and, 293
180–184, 189, 212 Twitter and, 293 social applications and, 103
Social Web “Bill of Rights” and, universal social graph and, social graph v., 31, 102, 287, 288,
237 309–310 314
SoHo Publishing and, 44–45 social graph APIs, 298, 303, 304 spam and, 33, 302
use cases, 239 Facebook API, 103, 298, 347 universal social graph and,
Women’s Fund of Miami-Dade Google API, 42, 298 309–310
County and, 43–44 LinkedIn and, 303, 304 social objects, 255–286. See also
“Social CRM Comes of Age” social influence (influencer analytics), causes; lifestyles; passions
(Greenberg), 39, 50 149, 150 Assheton-Smith on, 256, 273
Social CRM components, 238 social learning, 171 attraction of, 260–261
Social CRM program social media building on, 261–266
386 building, 238–248 as “digital word-of-mouth,” 5 in business, 281–284
index ■ defining, 250–253 interruptions and, 4, 57, 258–260, causes as, 268–272
delivery experience and, 243–245 282, 283, 284 community and, 264
Enterprise 2.0 and, 250–253 marketing and, 189–191, 198 conversation and, 282–283
guide/use cases for, 239 measuring, 179–184 creating, 272–281
hope and, 239–240 SEO and, 283–284 defining, 256–261, 284–285
KPIs and, 247–248 traditional media v., 141–142, Engeström and, 257, 285
measurements and, 247–248 235, 237 findable, 283–284
objectives of, 242–243 social media analytics, 8, 140–148. as fundamental term, 288
organizational culture and, 243 See also measurement; Web identification of, 263–264,
plan creation and, 240–247 analytics 266–272
Social CRM components and, 238 business analytics with, 180–184 interruptions and, 4, 57, 258–260,
team for, 245–246 BuzzStream and, 41 282, 283, 284
Social Feedback Cycle, 4–11, 21, customer POV and, 125–126 larger, 58, 104, 256, 257, 280, 284
26, 36, 190. See also purchase customer-provided information lifestyles as, 266–267
funnel and, 8 passions as, 268
social graph, 287–315 Gatorade social media mission pets as, 265–266
Bill of Privacy Rights and, 303 control and, 114 presence around, 262, 264
in business, 297–311 KPIs and, 115 short posts as, 148, 256, 284, 318
BuzzStream and, 41–42, 46, 47, primary, 144 sports and, 256, 267
49, 70, 96, 124, 127, 128, social business and, 109 Twitter and, 256–257
129, 146–147, 149, 150, 151, Social CRM and, 123 social platforms. See also
152, 170, 235, 238, 242, trend charts, 143 communities; support forums
250, 312 Twitter and, 25 social ecosystem and, 104
chart of, 289 Social Media Business Council, 14, white-label, 85, 90, 91–92, 207,
connecting and, 297–303 251 309, 328
content spreading and, 307–309 social media marketing social presence. See presence
data visualization and, 289 measurement program and, 145 social profiles. See profiles
defined, 30, 31, 127, 288 mistakes and, 97, 98 social sites
as fundamental term, 288 social business v., 10, 38, 74 interactive sites v., 16
growing, 297 Social Media Marketing: An Hour a social software. See also support
KickApps and, 309 Day (Evans), 110, 124 forums
managing, 308 Social Media Today, 321, 322 Dachis Group and, 91
mapping, 126–128 “Social Networking for Business” examples of, 91
measuring, 294–295, 300, (Shah), 69 wiki-based listing, 91, 334
311–314 social networks, 288. See also social Social Software Adoption effort, 69
Minggl and, 308 graph Social Software Wiki (Dachis Group),
primer for, 289 Bill of Privacy Rights and, 303 334
profiles and, 85–86 business in, 303–304 Social Source Commons, 75
buying followers for, 324 Social Target, 131
