Table of Contents
1. Introduction
Why we need this book
Social technology doesn't change many things
Social technology is changing many things
Social technology is not the point
The shift towards a social web
How marketing and branding is changing
How customer service is changing
2. The Real Life Social Network
Online and Offline behavior
Calculating how we are connected
The structure of our network
Small world networks
Controlling our network
Global connections
Communities
Groups
Relationship Ties
Strong Ties
Weak Ties
Temporary Ties
How our ties change over time
Communication tools
Mapping the social graph
3. Influence
How people make decisions
How people influence each other
How to identify the most influential people in a group
How to calculate influence
4. Identity
Identity will be a defining theme of the web in the next few years
Social Status
Multiple Identities
Socially Constructed Identities
5. Privacy and Trust
Privacy
Trust
6. The Business of the Social Web
Changing business
How customers talk to each other
How customers talk to business
How business talks to customers
Advertising
Marketing
Why we buy
7. Understanding your customers
Forget focus groups
Using social media to do research
Building better products
8. Conclusion
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