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ISBN10: 0071836330 | ISBN13: 9780071836333
ISBN10: 0071836330
ISBN13: 9780071836333
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The New York Times and USA Today bestseller—updated to bring you up to speed on the latest social media sites, features, and strategies From one of the world's leading figures in social media marketing, networking, and business applications comes the heavily revised and updated edition of the Likeable Social Media. Dave Kerpen is CEO of Likeable Local and Likeable Media, which has won two WOMMY awards from the Word of Mouth Marketing Association (WOMMA) for excellence in word-of-mouth marketing.
Foreword by Carrie Kerpen xi
Acknowledgments xiii
Introduction 1
CHAPTER 1 Listen First, and Never Stop Listening 13
CHAPTER 2 Way Beyond “Women 25 to 54”: DefineYour Target Audience Better Than Ever 25
CHAPTER 3 Think—and Act—Like Your Consumer 39
CHAPTER 4 Invite Your Customers to Be Your First Fans 53
CHAPTER 5 Engage: Create True Dialogue with, andBetween, Your Customers 67
CHAPTER 6 Respond Quickly to All Bad Comments 79
CHAPTER 7 Respond to the Good Comments Too 91
CHAPTER 8 Be Authentic 103
CHAPTER 9 Be Honest and Transparent 115
CHAPTER 10 Should You Ask a Lot of Questions? 125
CHAPTER 11 Provide Value (Yes, for Free!) 137
CHAPTER 12 Share Stories (They’re Your Social Currency!) 147
CHAPTER 13 Inspire Your Customers to Share Stories 159
CHAPTER 14 Integrate Social Media into the EntireCustomer Experience 171
CHAPTER 15 Use Social Network Ads for Greater Impact 181
CHAPTER 16 Admit When You Screw Up, and ThenLeverage Your Mistakes 197
CHAPTER 17 Consistently Deliver Excitement,Surprise, and Delight 207
CHAPTER 18 Don’t Sell! Just Make It Easy and Compellingfor Customers to Buy 217
Conclusion: Just Be Likeable 227
Appendix: A Refresher Guide to the SocialNetworks That Matter Most 231
Notes 265
Index 267
Acknowledgments xiii
Introduction 1
CHAPTER 1 Listen First, and Never Stop Listening 13
CHAPTER 2 Way Beyond “Women 25 to 54”: DefineYour Target Audience Better Than Ever 25
CHAPTER 3 Think—and Act—Like Your Consumer 39
CHAPTER 4 Invite Your Customers to Be Your First Fans 53
CHAPTER 5 Engage: Create True Dialogue with, andBetween, Your Customers 67
CHAPTER 6 Respond Quickly to All Bad Comments 79
CHAPTER 7 Respond to the Good Comments Too 91
CHAPTER 8 Be Authentic 103
CHAPTER 9 Be Honest and Transparent 115
CHAPTER 10 Should You Ask a Lot of Questions? 125
CHAPTER 11 Provide Value (Yes, for Free!) 137
CHAPTER 12 Share Stories (They’re Your Social Currency!) 147
CHAPTER 13 Inspire Your Customers to Share Stories 159
CHAPTER 14 Integrate Social Media into the EntireCustomer Experience 171
CHAPTER 15 Use Social Network Ads for Greater Impact 181
CHAPTER 16 Admit When You Screw Up, and ThenLeverage Your Mistakes 197
CHAPTER 17 Consistently Deliver Excitement,Surprise, and Delight 207
CHAPTER 18 Don’t Sell! Just Make It Easy and Compellingfor Customers to Buy 217
Conclusion: Just Be Likeable 227
Appendix: A Refresher Guide to the SocialNetworks That Matter Most 231
Notes 265
Index 267
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