In the past, it was essential for a company’s success to connect with customers the old-fashioned way. Initially, people invested in more conventional forms of advertising such as billboards, radio, and TV commercials. When the first customers came, people began to talk to them and get to know them.
But we live in the 21st century. Everything has changed because of the Internet. Nowadays, it’s essential to expand your customer base through social media, even if it’s easier said than done. Luckily, these gifs make sense in the confusing world of online marketing.
Likeable Social Media by Dave Kerpen shows specific examples of how any business can benefit from social media sites like Facebook, Twitter, and Instagram by promoting positive user interactions and encouraging satisfied customers to recommend your business by clicking “Like,” “Follow,” and “Recommend,” among others.
You may be wondering if you should read the book. This book summary will tell you what important lessons you can learn from this book so you can decide if it is worth your time.
At the end of this book summary, I’ll also tell you the best way to get rich by reading and writing.
Without further ado, let’s get started.
Likeable Social Media Book Summary
Lesson 1: Connect with your audience using Facebook’s robust features.
Likeable Media founder Dave Kerpen was at a media conference in Austin, Texas, in March 2009. While resting in his hotel one night, he called his wife and business partner to tell them how much he missed them. So he decided to invest in a Facebook ad.
Kerpen clearly intended that only one person would read his message, “I love and miss you, Carrie.” How could he make sure his ad was seen by the right people? Using Facebook’s micro-targeting features, he was able to limit the ad’s reach to a specific group: female employees of Likeable Media in New York City, ages 31 to 35.
Finally, here it is! With a few clicks of the mouse, he could target a specific user with his ad.
Before the advent of the Internet, companies had to pour their resources into flooding traditional media with ads, hoping to reach even a small percentage of the population that might be interested in what they were selling. Ad placement was something of a dark art.
Sure, there was some specialisation (a women’s fashion brand could place ads in women’s magazines), but even that was a rather sloppy affair. Facebook and other social media have made it easier than ever to find and connect with ideal customers.
Ads on Facebook can now be targeted to a specific audience using the platform’s micro-targeting capabilities. For example, a senior wellness company might pay for ads targeting people over 60 who are interested in fitness, yoga, or health. Or a sports bar might spend money to advertise to young people who list football and drinking as hobbies.
Another way to target a specific audience is to get people to “like” your company’s page on social media. If a user likes your page, they will see updates from you in their news feeds. This allows your business to communicate directly with its target audience.
Requiring people to participate and enticing them with incentives are both effective ways to get that participation. Advertisers, email marketers, and sales reps should encourage their customers to “like” their page to keep them informed of future promotions.
Interacting with a Facebook post increases the likelihood that other users will see it. Create opportunities for interaction in the content you share on the company page. Make inquiries, share anecdotes, and encourage conversations. This way, you can build mutually beneficial communication.
Lesson 2: Talk to your customers instead of talking at them.
Remember your time as a student. Please describe the best classes you took. Were they ones that took place in a cold, sterile lecture hall? Those lectures where the professor sat on a podium in the middle of the room and talked on and on? Or did you like the more personal seminars better, where students and faculty could talk freely like peers?
The second option is more popular. In the large lectures, it was easy to nod off in the back row, but in a more intimate setting, you would have benefited more and had more fun.
Amazingly, thanks to the proliferation of social media online, companies today can create a similarly inviting environment. To connect with their customers on a more individual level, smart companies are using the Internet.
Many companies make the mistake of treating social media like traditional channels. A simple Facebook or Twitter ad is all they need to make an impression.
However, this ignores the main benefit of these sites. First and foremost, they allow for true two-way communication. While it’s fine for your company to make formal announcements online, it’s also important to treat customers as the people they are.
That kind of individual attention is exactly what you need when you are dealing with difficult circumstances. It’s to be expected that a dissatisfied customer will often vent their frustrations on your site. You should not simply ignore or delete these suggestions. Instead, provide a public response.
Let the customer know that they are being heard and that they can contact someone privately to help them. Not only will this solve the original problem, but it will also serve as positive publicity for your business if other customers overhear the exchange.
Social media can also be used for less serious communication. Respond to both negative and positive feedback. Be sure to respond positively when someone writes online about your goods and services. Never adopt a distant, businesslike tone in this environment.
Instead, write a post just like anyone else. You should not greet a customer with, “Thank you for your business, sir.” That’s inappropriately stiff. Say something like, “That was fantastic!” Hope you had a great time!
If you do it right, your true personality will come out. You’ll also develop a closer bond with your target audience. Examples of people who go this route include actor Ashton Kutcher and politician Cory Booker. But even large companies can do this, as long as they allow their employees to speak in their own voice and sign their social media posts with their own name.
Lesson 3: Commit to working with your clientele.
A few years ago, a man awoke with a strong craving for Entenmann’s banana crumble cake. To his horror, he searched everywhere and came up empty. This pastry was no longer available. Hungry and discouraged, he went online.
He posted daily on the Entenmann’s Facebook page, asking the bakery to return the banana cake. The company was initially reluctant to respond to him. In the end, it negotiated for its survival. In its place, a poll was displayed. A thousand votes for more cakes would result in production resuming.
The challenge received a lot of attention, and the majority of voters were in favor of banana cake. This means that baking is back in full swing. Banana crumble cake is currently one of the best-selling items from Entenmann’s.
So what can we learn from the incredible resurgence of banana cake from Entenmann’s? First of all, everyone enjoys a sweet treat every now and then.
Also, businesses and customers can collaborate through social media. Customers can now demand change by petitioning businesses. Consequently, companies can ask for their customers’ feelings, views and preferences. This results in a strong synergy from which all parties benefit.
Imagine this: In 2010, the beverage company Glacéau wanted to launch a new flavor of Vitamin Water. By polling users on social media, the company was able to determine which flavor would be best received. A poll on Facebook asked users to choose their preferred flavor. Packaging and labeling ideas were also welcomed by the company. Connect, a black cherry lime drink, is the end result; it increased Glacéau’s sales by over 10%.
This information-sharing dynamic can also be leveraged in reverse. A company’s presence on social media can be used to educate consumers. To cite just one example: Applebee’s, a popular restaurant chain, regularly uploads short videos in which their chefs show simple but delicious dishes that can be made at home. Interestingly, this has no negative impact on the restaurant’s bottom line. Instead, it strengthens brand loyalty because consumers develop an emotional attachment to the company and its products.
This demonstrates the importance of establishing a two-way dialog between companies and their customers. Customers will not only talk about their experience with your brand, but also with each other. Your Facebook page has the potential to become a vibrant community where people come together to talk and share experiences.
Lesson 4: Sharing personal experiences is a great way to exchange ideas with others and get inspired.
While every couple’s story is special, how many can claim to have said their vows at home plate? I would say at least one. The author and his future wife were busy with wedding preparations before they started Likeable Media. Since they are both a bit flashy, they went all out and said yes at a baseball game.
They approached the Brooklyn Cyclones, a minor league team, and arranged for an on-field ceremony after a game. They even managed to convince some companies to finance the extravagant ceremony.
The New York Times and several news programmes even wrote about the wedding because it was so popular. With the help of the attention their wild story attracted, they were able to get their new social media marketing company off the ground.
One of humanity’s oldest and most enduring traditions is storytelling. Sharing a compelling story has the power to bring people closer together, strengthen social bonds, and convey deep and personal ideals.
In fact, the ability to share one’s own experiences and hear those of others from around the world is a major factor in the widespread adoption of social media platforms. A forward-thinking company can use this to its advantage by keeping its customers excited and interested.
A good example of the application of this principle is the trial of attorney Matthew Weiss. Weiss is an attorney in New York who defends clients against fines. When he is not representing clients, he writes about his experiences as a traffic lawyer on his blog Confessions Of a Traffic Lawyer. The blog’s high readership is comparable to that of a free publication. Since he started writing the blog, revenue has increased 22 percent.
You, too, can build a following through your compelling narratives. Imaginative stories of incredible quality surround you. Think about where you are coming from and how your business came to be.
What were the reasons you chose to work in this field? In your experience, which of your clients are particularly noteworthy, and how have you helped them? Think about these stories so you can pick out the best ones to tell. You can learn a lot about your company’s identity and culture from these anecdotes.
You never know what will happen when you start talking to your customers like a friend. Always be on the lookout for stories that have been shared on social media. If you come across one, share it on your own networks to give it more exposure. You can also offer discounts and freebies in exchange for submitting stories. What people have to share may surprise you at any moment!
Likeable Social Media Book Review
Likeable Social Media is a great book I’d like to recommend to anyone who is interested in social media marketing. If you spend some time digesting the ideas, it might make a positive impact on your life.
Top-down marketing strategies are now considered outdated. Thanks to the proliferation of social media such as Facebook, Twitter and Instagram, companies can reach their customers in a whole new way.
Smart businesses are using these forums to learn what their customers want so they can improve their offerings and have a meaningful two-way dialogue. Add some levity and warmth, and the World Wide Web will open up new possibilities.
Everyone makes mistakes now and then. A mistake can be big or small; social media is a great place to admit it and move on. Admit the mistake and offer a workable solution if a customer complains about your business on social media. She’ll appreciate the attention, and the audience will respect your honesty.
How To Get Rich By Reading and Writing?
You must be an avid reader who is hungry for knowledge if you are reading this book review. Have you thought about making money using your reading and writing skills?
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