Customer Service New Rules for a Social Media World

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 12/16/2010
  • Publisher: Que Publishing

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How to use social and viral technologies to supercharge customer service - and avoid disasters along the way The breakthrough guide to leveraging social and viral media - by Peter Shankman, the legendary founder of HARO, one of today's hottest Internet growth companies Actionable insights based on what's really happening right now - not yesterday's news or academic theory How to build customer loyalty, trust, and credibility online - and rebuild it after a customer service catastrophe In this book, legendary online marketer Peter Shankman reveals how to make the most of social and viral media in customer service. Shankman is founder of Help a Reporter Online (HARO), one of the world's fastest-growing online businesses. This book shares everything he learned in founding HARO and other online startups and through his extraordinary 25-year career online. Shankman covers all this, and more: " Getting smarter about social networking every day " Choosing which online media make sense for you - and which you can " Learning from other companies'viral "disasters" " Gaining customer loyalty, trust, and credibility on the web " Rebuilding your credibility after you've taken a public "hit" online " Making sure everyone hears your customers when they compliment you " Capturing all your customer knowledge and using it in real time " Keeping people talking - and not just about you This practical, relentlessly realistic tutorial is designed to engage readers with simple, straight-to-the-point facts and techniques they can understand and immediately apply. As Shankman puts it: "You don't need an army - or a team of 300 social media junkies. Southwest Airlines does it with a few people. Same thing with Comcast. And yes, same thing with HARO." You can, too - and this book will show you how.

Author Biography

Peter Shankman is an entrepreneur, author, and speaker recognized worldwide as a leading innovator in social media, PR, marketing, advertising, creativity, and customer service. He is best known for founding Help A Reporter Out (HARO). With 125,000+ sources worldwide, HARO is now the standard for thousands of journalists searching for sources on deadline. Shankman also founded and leads The Geek Factory, Inc., a boutique marketing and PR strategy firm that has served clients ranging from Snapple to NASA, Walt Disney World to Napster.

Table of Contents

Introductionp. 1
Putting Together a Social Media Teamp. 11
Meet Your Teamp. 12
The Customer Service Peoplep. 13
The PR Personp. 13
The High-Level Execp. 14
The Marketing Guysp. 15
The Guy from Accounting Who Has a Facebook Pagep. 15
The Flip Side: Meet Your Audiencep. 16
The One-time Complainerp. 16
The Constant Complainerp. 16
The Axe-to-Grindp. 17
The Happy Customerp. 17
The Prima Donnap. 17
End resultp. 17
Examples of When It Doesn't Work (and What Happens)p. 19
Hope for the Best, Plan for the Worstp. 24
Always Be Aware-It's the Thing You Don't Think of that Can Kill Youp. 25
Trust Your Instinctsp. 27
Cooler Heads Prevailp. 28
Doing Something Is Better Than Doing Nothingp. 31
Your Audience Is Smarter Than You Arep. 33
Never Deceive Your Audiencep. 34
Before the Explosion: Winning Your Customerp. 37
Before the Customer Is Even a Customerp. 38
Driving Revenuep. 39
Find Out Where Your Customers Arep. 39
Pay Attentionp. 41
Devise a Plan to Reach Your Customersp. 44
Case Studiesp. 49
Solemates.comp. 49
HAROp. 50
Customer Service Is a Way of Lifep. 53
Self-Promotion Versus Helpingp. 59
Case Study: Bravo! Italian Restaurant and Barp. 61
Case Study: Risdall Integration Groupp. 61
Case Study: Law Offices of Daniel R. Rosen, PCp. 62
Backgroundp. 62
A New Approachp. 63
From Invisible to the First Pagep. 63
Case Study: Grasshopperp. 63
Case Study: Peter Kuhn's Food Truckp. 65
Case Study: Inclind, Inc.p. 66
Case Study: Which Wich Superior Sandwichesp. 67
Summary (and a Challenge)p. 69
Social Media Damage Control: Stopping Small Problems from Becoming Big Onesp. 71
First Things First: Different Types of Complainersp. 73
Overarching Rules for Handling any Complaintp. 75
Handling Different Kinds of Complainersp. 76
The Never-Complained-Before Complainerp. 77
The Multi-Complainer Complainerp. 79
The I-Can't-Believe-He's-Complaining Complainerp. 80
The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainerp. 84
Dealing with Complaints That Are Personalp. 86
The @cnnbreakingnews Complainerp. 90
Wrap-upp. 91
Making Customer Addicts Online: Best Practices That Work!p. 93
A Few Rules of the Roadp. 95
So, How Do You Do It?p. 96
So You Have a Physical Presencep. 97
Make Them Feel Welcomep. 100
Make Them Feel Appreciatedp. 103
Make Them Want to Returnp. 105
Make Them Want to Sharep. 107
Loyalty Codesp. 108
Recapp. 112
Keeping the Addiction Goingp. 113
Ten Rules to Live Byp. 115
You Want to Hook Your Customersp. 116
Poor Quality = Fewer Returning Customersp. 117
Yours Better Be Betterp. 119
Breed Loyal Customersp. 120
Offer New Valuep. 122
Make It Easy for the Customerp. 124
Refine, Refine, Refinep. 124
Know How Customers Want to Receive Informationp. 126
Keep an Eye on the Competitionp. 128
Freebies = Loyaltyp. 131
Supply and Demand, Baby...p. 132
Summaryp. 133
Monitoring Your Successes and Failuresp. 135
Google Toolsp. 137
Google News Alertsp. 138
Google News (http://news.google.com)p. 141
Google Blogsearchp. 141
Twitterp. 141
Facebookp. 145
Email Marketingp. 148
An Example of Email Marketing Done Rightp. 151
Finding the Time to Monitor Social Mediap. 152
Putting It All Together: What Did We Learn?p. 157
The World of One Screenp. 160
Be "That Guy"p. 163
Saddling Upp. 164
Recovering from Social Media Face-plantsp. 166
Paying It Forward Pays Off at Crisis Timep. 167
Learn It. Know It. Live It.p. 169
Head'em Off at the Passp. 171
Creating Customers for Lifep. 172
Thinking Like a Drug Dealerp. 174
The Right Tool for the Jobp. 175
A Few Final Wordsp. 175
Indexp. 179
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