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Index
Half Title
Title Page
Copyright
Dedication
Contents
Acknowledgments
Chapter Opening
Introduction
CHAPTER 1: Listen First, and Never Stop Listening
CHAPTER 2: Way Beyond “Women 25 to 54”
CHAPTER 3: Think—and Act—Like
CHAPTER 4: Invite Your Customers to Be Your First Fans
CHAPTER 5: Engage
CHAPTER 6: Respond Quickly to All Bad Comments
CHAPTER 7: Respond to the Good Comments, Too
CHAPTER 8: Be Authentic
CHAPTER 9: Be Honest and Transparent
CHAPTER 10: Should You Ask a Lot of Questions?
CHAPTER 11: Provide Value (Yes, for Free!)
CHAPTER 12: Share Stories (They’re Your Social Currency!)
CHAPTER 13: Inspire Your Customers to Share Stories
CHAPTER 14: Integrate Social Media into the Entire Customer Experience
CHAPTER 15: Use Social Network Ads for Greater Impact
CHAPTER 16: Storytelling
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
About the Author
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