Business and Community in the Facebook Era: Preparing for a New Kind of Customer Relationship

Landscape & Strategy, Social Media
Location: 1A21 Level:
Average rating: ****.
(4.00, 9 ratings)

Spam from strangers is out, trusted product recommendations from friends are in. Online social networks are changing everything we thought we knew about sales, marketing, and community—and empowering companies with new tools, insights, and ability to transform customers and employees into true partners.

This session explores how real companies are successfully tapping the rich data and communication media on services like Facebook, Twitter, and MySpace to bootstrap brand and product conversations, virally reach new audiences, and transform existing customers into a loyal sales force. Hear how new social networking concepts such as transitive trust, hypertargeted campaigns, persona profiles, and fringe-relationship “options” are rewriting the rules of sales and marketing, and what companies and developers must do to thrive and win in the Facebook Era.

Photo of Clara Shih

Clara Shih

Hearsay Labs

Clara Shih joined in 2006 and is responsible for Enterprise Social Networking Alliances and Product Strategy. Previously, she was the product line director of AppExchange,’s online business applications marketplace, for which she led the development of the Checkout payment services for partner applications. Independently, Clara developed Faceconnector (formerly Faceforce) in 2007, the first business application on Facebook. Clara is the author of a new book, The Facebook Era (Prentice Hall), about how online social networks are transforming customer relationships and what sales and marketers must do to adapt and succeed.

Prior to this, Clara worked in strategy and business operations at Google and as a software developer at Microsoft. Clara holds B.S. and M.S. degrees in computer science and economics from Stanford University, as well as a Master’s Degree in internet studies from Oxford, where she studied as a Marshall Scholar. She blogs at and is clarashih on twitter.

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Picture of Michael Reynolds
Michael Reynolds
11/19/2009 6:31am EST

Clara is an outstanding presenter and I really enjoyed it!

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Suzanne Axtell
11/16/2009 6:46am EST

Looking forward to this session! I’d also like to hear how the audience profiles of the various social networks differ and if there are lesser-known networks on the horizon to keep an eye on.

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