Likeable Social Media, Third Edition: How To Delight Your Customers, Create an Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter

Foreword                                                                                                        

Acknowledgments                                                                                                                            

Introduction                                                                                                                                     

CHAPTER ?1    Listen First, and Never Stop Listening                                                                 

CHAPTER ?2    Way Beyond “Women 25 to 54”: Define 
Your Target Audience Better Than Ever     

CHAPTER    3  Use Social Network Ads for Much Greater Impact                                                      

CHAPTER ?4    Think—and Act—Like Your Consumer                                                              

CHAPTER ?5    Invite Your Customers to Be Your First Fans                                                      

CHAPTER ?6    Engage: Create True Dialogue with, and Between, Your Customers                   

CHAPTER ?7    Respond Quickly to All Bad Comments

CHAPTER ?8    Respond to the Good Comments Too                                                                   

CHAPTER ?9    Be Authentic                                                                                                         

CHAPTER  10    Be Honest and Transparent                                                                                   

CHAPTER 11    Should You Ask a Lot of Questions?                                                                   

CHAPTER 12    Provide Value (Yes, for Free!)                                                                              

CHAPTER 13    Share Stories (They’re Your Social Currency!)                                                    

CHAPTER 14    Inspire Customers and Influencers to Share Your Stories                                    

CHAPTER 15    Integrate Social Media into the Entire Customer Experience         

CHAPTER    16 Admit When You Screw Up, and Then Leverage Your Mistakes               

CHAPTER 17  Consistently Deliver Excitement, Surprise, and Delight                                      

CHAPTER 18  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

Harness the power of social media to attract new customers and transform your business! More than three billion people are now on social media. If you’re not in the social media marketing game, you’re not in the game at all. From one of the world’s leading figures in the world of social media marketing, Likeable Social Media reveals everything you need to know about building your brand and attracting & retaining loyal customers through smart, savvy social media engagement.
This updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices. You’ll find critical information about new and relevant social media platforms, such as Snapchat, along with updated tools, and tactics around video, mobile, paid media, and data; and need-to-know insights into existing platforms/content, including Instagram, LinkedIn and Facebook stories.  Likeable Social Media shows you how to: • Engage customers and crowdsource innovation online • Create content that resonates with consumers and provides value• Integrate social media into the entire customer experience• Effectively deal with criticism and negative feedback on social media• Grow your audience across social channels, and much more