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Foreword by CarrieKerpen
Acknowledgments
Introduction
CHAPTER 1 Listen First, and Never Stop Listening
CHAPTER 2 Way Beyond “Women 25 to 54”: Define
Your Target Audience Better ThanEver
CHAPTER 3 Think—and Act—Like Your Consumer
CHAPTER 4 Invite Your Customers to Be Your First Fans
CHAPTER 5 Engage: Create True Dialogue with, and Between, Your Customers
CHAPTER 6 Respond Quickly to All Bad Comments
CHAPTER 7 Respond to the Good Comments Too
CHAPTER 8 Be Authentic
CHAPTER 9 Be Honest and Transparent
CHAPTER 10 Should You Ask a Lot of Questions?
CHAPTER 11 Provide Value (Yes, for Free!)
CHAPTER 12 Share Stories (They’re Your Social Currency!)
CHAPTER 13 Inspire Your Customers and Influencers to Share Stories
CHAPTER 14 Integrate Social Media into the Entire Customer Experience
CHAPTER 15 Use Social Network Ads for Much Greater Impact
CHAPTER 16 Admit When You Screw Up, and Then Leverage Your Mistakes
CHAPTER 17 Consistently Deliver Excitement, Surprise, andDelight
CHAPTER 18 Don’t Sell! Just Make It Easy and Compelling forCustomers to Buy
Conclusion: Just Be Likeable
Appendix: A Refresher Guide tothe Social Networks That Matter Most
Notes
Index
