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
DAVE KERPEN is CEO of Likeable Local, a social media software company that's helped thousands of small 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.