Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& Other Social Networks)

by Kerpen, Dave

• ISBN13: 9780071762342
• ISBN10: 0071762345
• Edition: 1st
• Format: Paperback
• Copyright: 2011-06-07
• Publisher: McGraw-Hill

Summary

Yes, you dohave to be liked by everyone! Real friends communicate with honesty, listen closely, and aren't afraid to admit when they're wrong. If you want to succeed in social media, you have to behave the same way. Likeable Social Mediaprovides 18 strategies for creating an authentic "brand personality" through Facebook and other social media platform. Social-media marketing guru Dave Kerpen reveals the secrets to building a brand's popularity by being authentic, engaging, and transparent on Facebook and other social media sites. You'll learn the same methods he has used to successfully redefine the brands of a number of large companies, including 1-800-FLOWERS and Cumberland Farms. Complete with serious strategies communicated with wit and humor, Likeable Social Mediais the definitive source for using social media to win new customers, gather valuable feedback, and increase the bottom line.

Author Biography

Dave Kerpen is cofounder and CEO of Likeable Media, an award-winning social: media and word-of-mouth marketing firm with offices in New York, Boston, and Chicago.

Table of Contents

Acknowledgments	p. vii
Introduction	p. 1
Listen First, and Never Stop Listening	p. 13
Way Beyond "Women 25 to 54": Define Your Target Audience Better than Ever	p. 25
Thinkùand ActùLike Your Consumer	p. 39
Invite Your Customers to Be Your First Fans	p. 51
Engage: Create True Dialogue with, and Between, Your Customers	p. 63
Respond Quickly to Ail Bad Comments	p. 75
Respond to the Good Comments, Too	p. 85
Be Authentic	p. 95
Be Honest and Transparent	p. 107
Should You Ask a Lot of Questions?	p. 117
Provide Value (Yes, for Free!)	p. 129
Share Stories (They're Your Social Currency!)	p. 141
Inspire Your Customers to Share Stories	p. 153
Integrate Social Media into the Entire Customer Experience	p. 165
Use Social Network Ads for Greater Impact	p. 175
Admit When You Screw Up, Then Leverage Your Mistakes	p. 187
Consistently Deliver Excitement, Surprise, and Delight	p. 199
Don't Sell! Just Make It Easy and Compelling for Customers to Buy	p. 209
Conclusion: Just Be Likeable	p. 221
Appendix: A Refresher Guide to the Social Networks That Matter Most	p. 225
Notes	p. 251
Index	p. 253
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