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That s just about it Go get something to drink or eat Then, when you ve swallowed and digested, head over to the appendix for the final piece of this chapter, a piece written by my brother and expert in the social web and Social CRM when it comes to government administration and enforcement That appendix is on an amazing project (among others) called Virtual Alabama, which uses Google Enterprise It s been so successful that it s now spawning regional pilots throughout the US under the name Virtual USA After that, we move on We re heading into some big small territory next how social CRM impacts small business and what small business can do with it Very cool stuff following very noble stuff

FIGURE 2-8

m hoping that if you re reading this chapter, you are not merely of the I m not technical mind, but also travel on the I m the next Percy Bysshe Shelley or at least I m the next Mary J Blige spiritual plane Technical stuff is not only not part of your ordinary sensibilities but actually makes you feel like hyperventilating If so, you re in the right place, because this chapter is written for you If not, because you are deeply technical and not terribly poetic or just really don t care about what underlies the CRM system you re using, skip past this one There are two related architectural masterpieces that underlie contemporary CRM applications and social software They are service-oriented architecture (SOA) and RESTful architectures (REST) Before you get into conniptions about this, stop here, take that series of deep breaths your doctor told you to take to prevent hyperventilation, and I ll explain

Figure 5.2 User events are forwarded by the window server to the active application, where they are placed in the application event queue and sent to the window s responder chain.

way, RF waves might not be able to diffract around large obstructions Much like stronger water waves are more likely to diffract around larger obstacles, stronger RF waves are more likely to diffract around larger obstacles One final reality revealed by this analogy of the plywood is the concept of RF shadow Imagine placing a 2 4 in the water instead of the stick or plywood When you place the stick in the water, you cannot see the shadow created, but the 2 4 is large enough to reveal the shadow, but not too large as the plywood is to block the wave Look closely behind the 2 4 (or the building shown in Figure 2-8) and you will notice a space where no waves exist This space is the wave shadow, or on wireless networks, the RF shadow You will not get acceptable wireless reception in this space

Honestly, I d have my IT department doing this if I were you But I m not you, so I m going to give you just enough information on evaluating a customer-driven architecture to make you want the IT department to do it

Scattering is what happens when the medium the RF wave is traveling through contains objects with dimensions that are small in comparison to the wavelength of the RF signal Scattering is produced by rough surfaces, small objects, or irregularities

If no object can handle the event, the last responder object calls its noResponderFor method to handle the condition. A view s next responder is its superview. Figure 5.2 demonstrates the Cocoa event cycle.

CRM initiatives can be technically complex Architecturally, they are based on web services and standards that are interoperable and frameworks that incorporate those web services in some way When it comes to architecture, there are competing platforms, such as NET and J2EE There are also various ways to address the services through different architectures, such as the

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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS