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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
Contents
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
