Likeable Social Media, Revised and Expanded: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More

How to Delight Your Customers, Create an Irresistible Brand, and be Amazing on Facebook, Twitter, Linkedin, Instagram, Pinterest and More
2 ed
ISBN: 978-0-07-183632-6
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 304 Seiten, Format (B × H): 151 mm x 226 mm, Gewicht: 371 g

Reihe: Marketing/Sales/Adv & Promo

The NEW YORK TIMES and USA TODAYbestseller—updated with today’s hottest sites!A friend’s recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, Vine, Instagram, and beyond, that recommendation can travel farther and faster than ever before.Packed with brand-new case studies from today’s emerging social sites, this updated edition of LikeableSocial Media helps you harness the power of word-of-mouth marketing to transform your business. Listento your customers and prospects. Deliver value, excitement, and surprise. And most important, learn howto truly engage your customers and help them spread the word.

Autoren/Hrsg.

Kerpen, Dave

Kerpen, Carrie

Rosenbluth, Mallorie

Riedinger, Meg

Inhaltsverzeichnis

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

Über Autor(innen)

DAVE KERPEN is CEO of Likeable Local, a social media software company that’s helped thousands ofsmall businesses, and chairman of Likeable Media, a content-as-a-service firm that works with big brands.MALLORIE ROSENBLUTH is a social media loving, high heel wearing, pink hair rocking, brand obsessed marketer. Her social media work has earned her numerous industry awards, accolades, and speaking engagements.CARRIE KERPEN is a self-described (Non)trepreneur, author, keynote speaker, and social media expert. She is the CEO and co-founder of social media agency Likeable Media, an award-winning, global agency that works with Fortune 500 clients.MEG RIEDINGER is the Chief of Staff at Likeable Local and Co-Host and Producer of the award winning social media podcast, Likeable Radio Show.