Revised and expanded third edition.
xvii, 296 pages : illustrations ; 23 cm
Includes bibliographical references (page 285) and index.
"This updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices around video, mobile, paid media, and data. You'll find critical information about new and relevant social media platforms, such as Snapchat, as well as need-to-know insights into existing platforms/content including Instagram, LinkedIn, and Facebook Stories"--Back cover.
Listen first, and never stop listening -- Way beyond "women 25 to 54": define your target audience better than ever -- Use social network ads for much greater impact -- 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 and influencers to share stories -- Integrate social media into the entire customer experience -- Admit when you screw up, and 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.
Berk, Robert E., 1923- author.
Kerpen, Carrie, writer of foreword.
1260453286 (paperback) :
9781260453287 (paperback) :
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