Overview

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.

Full Product Details

Author:   Dave Kerpen ,  Michelle Greenbaum ,  Rob Berk
Publisher:   McGraw-Hill Education
Imprint:   McGraw-Hill Education
Edition:   3rd edition
Dimensions:   Width: 15.20cm , Height: 2.30cm , Length: 22.90cm
Weight:   0.431kg
ISBN:  

9781260453287

ISBN 10:   1260453286
Pages:   320
Publication Date:   10 March 2019
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of 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

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Author Information

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.

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