| Acknowledgments |
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vii | |
| Introduction |
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1 | (12) |
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Chapter 1 Listen First, and Never Stop Listening |
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13 | (12) |
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Chapter 2 Way Beyond "Women 25 to 54": Define Your Target Audience Better than Ever |
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25 | (14) |
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Chapter 3 Think---and Act---Like Your Consumer |
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39 | (12) |
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Chapter 4 Invite Your Customers to Be Your First Fans |
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51 | (12) |
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Chapter 5 Engage: Create True Dialogue with, and Between, Your Customers |
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63 | (12) |
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Chapter 6 Respond Quickly to All Bad Comments |
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75 | (10) |
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Chapter 7 Respond to the Good Comments, Too |
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85 | (10) |
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95 | (12) |
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Chapter 9 Be Honest and Transparent |
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107 | (10) |
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Chapter 10 Should You Ask a Lot of Questions? |
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117 | (12) |
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Chapter 11 Provide Value (Yes, for Free!) |
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129 | (12) |
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Chapter 12 Share Stories (They're Your Social Currency!) |
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141 | (12) |
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Chapter 13 Inspire Your Customers to Share Stories |
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153 | (12) |
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Chapter 14 Integrate Social Media into the Entire Customer Experience |
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165 | (10) |
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Chapter 15 Use Social Network Ads for Greater Impact |
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175 | (12) |
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Chapter 16 Admit When You Screw Up, Then Leverage Your Mistakes |
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187 | (12) |
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Chapter 17 Consistently Deliver Excitement, Surprise, and Delight |
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199 | (10) |
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Chapter 18 Don't Sell! Just Make It Easy and Compelling for Customers to Buy |
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209 | (12) |
| Conclusion: Just Be Likeable |
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221 | (4) |
| Appendix A Refresher Guide to the Social Networks That Matter Most |
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225 | (26) |
| Notes |
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251 | (2) |
| Index |
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253 | |