The New York Times/USA Today bestselling guide has been updated with brand-new tactics, platforms, case studies, and statistics More than 3 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. This new edition of the classic guide to building your brand and attracting loyal customers through smart, savvy social media engagement has new case studies that demonstrate the latest best practices; 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 insight into existing platforms/content, including Instagram and Facebook stories.
By:
Dave Kerpen,
Michelle Greenbaum,
Rob Berk
Imprint: McGraw-Hill Education
Country of Publication: United States
Edition: 3rd edition
Dimensions:
Height: 229mm,
Width: 152mm,
Spine: 23mm
Weight: 431g
ISBN: 9781260453287
ISBN 10: 1260453286
Pages: 320
Publication Date: 07 February 2019
Audience:
General/trade
,
ELT Advanced
Format: Paperback
Publisher's Status: Active
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
Dave Kerpen (Port Washington, NY) is a serial entrepreneur, among the most popular writers in LinkedIn's Influencer program, and one of the most-read contributors for Inc.com. He's a frequent keynote speaker and has been featured by CNBC, BBC, ABC World News Tonight, the CBS Early Show, the TODAY Show, the New York Times, and more.