LIKEABLE SOCIAL MEDIA: HOW TO DELIGHT YO(ISBN=9780071762342) 下载 极速 rtf epub 在线 word txt pdf

　A friend’s recommendation is more powerful than any

advertisement. In the world of Facebook, Twitter, and beyond, that

recommendation can travel farther—and faster—than ever before.

LIkeable Social Media helps you harness the power of

word-of-mouth marketing to transform your business. Listen to your

customers and prospects. Deliver value, excitement, and surprise.

And most important, learn how to truly engage your customers and

help them spread the word

Acknowledgments

Introduction

Listen First, and Never Stop Listening

Way Beyond "Women 25 to 54": Define Your Target Audience Better

than Ever

Think--and Act--Like Your Consumer

Invite Your Customers to Be Your First Fans

Engage: Create True Dialogue with, and Between, Your

Customers

Respond Quickly to All Bad Comments

Respond to the Good Comments, Too

Be Authentic

Be Honest and Transparent

Should You Ask a Lot of Questions?

Provide Value (Yes, for Free!)

Share Stories (They're Your Social Currency!)

Inspire Your Customers to Share Stories

Integrate Social Media into the Entire Customer Experience

Use Social Network Ads for Greater Impact

Admit When You Screw Up, Then Leverage Your Mistakes

Consistently Deliver Excitement,Surprise, and Delight

Don't Sell! Just Make It Easy and Compelling for Customers to

Buy

Conclusion: Just Be Likeable

Appendix: A Refresher Guide to the Social Networks That Matter

Most

Notes

Index

　　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.

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盘古初开。只有亚当和夏娃。夏娃跟亚当说：“你一定要试吃一下这个苹果”。历史上第一次营销互动从此开始。

社会化媒体不能做什么：

1、社会化媒体并不能给不良产品、企业或组织带来帮助。

2、社会化媒体并不能让你的业绩一夜提升。

3、社会化媒体并不是免费的。

细心聆听、增加透明度、作出回应、真实呈现、说有趣的故事，这些都是能让你成为鸡尾酒会上成为焦点的特质，同样地，他们也会让你的组织在社会化媒体中倍受欢迎。

书籍介绍

Yes, you do have 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 Media provides 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 Media is the definitive source for using social media to win new customers, gather valuable feedback, and increase the bottom line.