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