What is included with this book?
Introduction | p. 1 |
Putting Together a Social Media Team | p. 11 |
Meet Your Team | p. 12 |
The Customer Service People | p. 13 |
The PR Person | p. 13 |
The High-Level Exec | p. 14 |
The Marketing Guys | p. 15 |
The Guy from Accounting Who Has a Facebook Page | p. 15 |
The Flip Side: Meet Your Audience | p. 16 |
The One-time Complainer | p. 16 |
The Constant Complainer | p. 16 |
The Axe-to-Grind | p. 17 |
The Happy Customer | p. 17 |
The Prima Donna | p. 17 |
End result | p. 17 |
Examples of When It Doesn't Work (and What Happens) | p. 19 |
Hope for the Best, Plan for the Worst | p. 24 |
Always Be Aware-It's the Thing You Don't Think of that Can Kill You | p. 25 |
Trust Your Instincts | p. 27 |
Cooler Heads Prevail | p. 28 |
Doing Something Is Better Than Doing Nothing | p. 31 |
Your Audience Is Smarter Than You Are | p. 33 |
Never Deceive Your Audience | p. 34 |
Before the Explosion: Winning Your Customer | p. 37 |
Before the Customer Is Even a Customer | p. 38 |
Driving Revenue | p. 39 |
Find Out Where Your Customers Are | p. 39 |
Pay Attention | p. 41 |
Devise a Plan to Reach Your Customers | p. 44 |
Case Studies | p. 49 |
Solemates.com | p. 49 |
HARO | p. 50 |
Customer Service Is a Way of Life | p. 53 |
Self-Promotion Versus Helping | p. 59 |
Case Study: Bravo! Italian Restaurant and Bar | p. 61 |
Case Study: Risdall Integration Group | p. 61 |
Case Study: Law Offices of Daniel R. Rosen, PC | p. 62 |
Background | p. 62 |
A New Approach | p. 63 |
From Invisible to the First Page | p. 63 |
Case Study: Grasshopper | p. 63 |
Case Study: Peter Kuhn's Food Truck | p. 65 |
Case Study: Inclind, Inc. | p. 66 |
Case Study: Which Wich Superior Sandwiches | p. 67 |
Summary (and a Challenge) | p. 69 |
Social Media Damage Control: Stopping Small Problems from Becoming Big Ones | p. 71 |
First Things First: Different Types of Complainers | p. 73 |
Overarching Rules for Handling any Complaint | p. 75 |
Handling Different Kinds of Complainers | p. 76 |
The Never-Complained-Before Complainer | p. 77 |
The Multi-Complainer Complainer | p. 79 |
The I-Can't-Believe-He's-Complaining Complainer | p. 80 |
The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer | p. 84 |
Dealing with Complaints That Are Personal | p. 86 |
The @cnnbreakingnews Complainer | p. 90 |
Wrap-up | p. 91 |
Making Customer Addicts Online: Best Practices That Work! | p. 93 |
A Few Rules of the Road | p. 95 |
So, How Do You Do It? | p. 96 |
So You Have a Physical Presence | p. 97 |
Make Them Feel Welcome | p. 100 |
Make Them Feel Appreciated | p. 103 |
Make Them Want to Return | p. 105 |
Make Them Want to Share | p. 107 |
Loyalty Codes | p. 108 |
Recap | p. 112 |
Keeping the Addiction Going | p. 113 |
Ten Rules to Live By | p. 115 |
You Want to Hook Your Customers | p. 116 |
Poor Quality = Fewer Returning Customers | p. 117 |
Yours Better Be Better | p. 119 |
Breed Loyal Customers | p. 120 |
Offer New Value | p. 122 |
Make It Easy for the Customer | p. 124 |
Refine, Refine, Refine | p. 124 |
Know How Customers Want to Receive Information | p. 126 |
Keep an Eye on the Competition | p. 128 |
Freebies = Loyalty | p. 131 |
Supply and Demand, Baby... | p. 132 |
Summary | p. 133 |
Monitoring Your Successes and Failures | p. 135 |
Google Tools | p. 137 |
Google News Alerts | p. 138 |
Google News (http://news.google.com) | p. 141 |
Google Blogsearch | p. 141 |
p. 141 | |
p. 145 | |
Email Marketing | p. 148 |
An Example of Email Marketing Done Right | p. 151 |
Finding the Time to Monitor Social Media | p. 152 |
Putting It All Together: What Did We Learn? | p. 157 |
The World of One Screen | p. 160 |
Be "That Guy" | p. 163 |
Saddling Up | p. 164 |
Recovering from Social Media Face-plants | p. 166 |
Paying It Forward Pays Off at Crisis Time | p. 167 |
Learn It. Know It. Live It. | p. 169 |
Head'em Off at the Pass | p. 171 |
Creating Customers for Life | p. 172 |
Thinking Like a Drug Dealer | p. 174 |
The Right Tool for the Job | p. 175 |
A Few Final Words | p. 175 |
Index | p. 179 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.