The Facebook Era

Clara Shih is a rising star in the social media world. The Facebook Era is a new technology model, way of thinking, and cultural phenomenon. Whereas the last decade was about the World Wide Web of information and the power of linking web pages, today, we are seeing a World Wide Web of people emerge. I think Shih introduces some interesting concepts to the social media hemisphere:

1. The Social Graph -- Called the fourth revolution of "social computing", the social networking movement has blurred the lines of the private and the public, a movement that afffects us all personally first, professionally second -- it ultimately blends the old dichotomies of the personal and the professional.

2. Social Sales -- The social web has become one large Customer Relationship Management (CRM) system. Social networking businesses and organizations to view profiles of their accounts, capture deal information, track performance, communicate with contacts, and share information internally. As a result the social CRM becomes a bidirectional relationship between vendor and customer.

3. Social Capital -- the social graph reaches far beyond technology and media. It is one of the most signficant sociocultural phenomena of this decade. Weak ties used to require a lot of effort to sustain; however, with the social web, people now are accustomed to accumulating and never losing contacts throughout the rest of their lives

Clara Shih became an important name in corporate social networking when she developed Faceconnector (initially named Faceforce) in 2007, which was the first business application on Facebook. The application integrates Facebook and Salesforce CRM, pulling Facebook profiles and friend information into Salesforce account, lead, and contact records. Although the book is aimed at the business and technology, it is also has an intellectual premise about a sociocultural transformation that requires a change in our thinking and a new language to articulate our strategies and observations.

It will be interesting to see the continued impact of the The Facebook Era in the upcoming years as social media is still ever-evolving. Although it is a required textbook for the Global Entrepreneurial Marketing course at Stanford and social media course at Harvard Business School, there's no gurantee that these tools will continue to dominate.