BOOK REVIEW: Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook(and other social networks) By: Dave Kerpen
Author: Dave Kerpen CEO of Likeable Media (a very likeable marketing firm specializing in social media. Clients include (but aren’t limited to) Heineken, Neutrogena, Verizon, and Stride Rite.) Three-time WOMMY award winner from the Word of Mouth Marketing Association Featured on ABC’s “World News Tonight,” CBS’s “The Early Show,” the New York Times, etc.
Being Likeable: Dave says that there are two aspects of being a likeable: Likeable business practices-or treating your customers as you would want to be treated. Likeable content-sharing online content that would make you want to click the “like” button. “To be likeable, you must always respect and add value to your community.”
Why be Likeable? It seems that Dave wrote Likeable Social Media for a very simple, yet likeable, reason: To help companies become “likeable” in the world of social media and, hopefully, in the real world as well. His book emphasizes authenticity and personality in a company’s social media relationships.
Some Main Ideas: LISTEN. Listening to customers or “fans” is just as, if not more, important than talking when participating in conversations online. As Dave puts it, “Everybody loves to feel heard.” So start listening, and don’t stop. THINK LIKE A CONSUMER. This basically means to follow the golden rule: If you wouldn’t want it done to you as a consumer, don’t do it to your consumers! Make your online content (whether it’s a Facebook post, Tweet, etc.) be more about your consumer than about your brand.
Some More Main Ideas: Respondto both the good and bad comments. Doing this can create a greater authenticity in your company’s relationships, building up your community’s trust and leaving it feeling heard. PROVIDE VALUE for free to customers. Give them a reason to visit and “like” your Facebook page. Whether the value is in helpful tips for your company or a discounted meal, providing consumers this value “builds trust, reputation, and even sales.”
I learned about listening: One major thing that I learned from Likeable Social Media is that simply listening in an online conversation is still being a part of the conversation. I needed to hear that because I am often uncomfortable with jumping into online discussions too quickly. I always felt like I didn’t have anything worthwhile to say, but according to Dave and the rest of Likeable Media, listening first is not a bad thing to do. In fact, it is preferred! I would rather listen first, so that I can have something worthwhile to say later.
My eyes were opened… Before reading Likeable Social Media, I didn’t know how much effort many companies put into creating a fantastic online presence. Now, though, I see it everywhere! Whether I’m out getting dinner, shopping at the mall, or driving down the road, I see more and more evidence of companies trying to integrate social media into their practices. I would love to learn more about how different companies are doing this, as well as how they are choosing and creating their company’s online “personalities.” This fascinates me, and I would love to learn how to portray a personality more effectively for any companies I may work for someday.
Who should read this book? While Likeable Social Media is definitely geared toward today’s businesses, I think anyone could benefit from reading this book. It’s a great and quick read for anyone from a marketer to a CEO working for a small or large business. The book will definitely get you thinking about how to create an authentic and effective online presence. I’m not a business major; I’m just interested in social media, and I loved the book! While reading it, I gained insight into making my own personal online experience better.
Bibliography: http://www.likeable.com/ Likeable Social Media: How to Delight your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and other social networks) by Dave Kerpen. Copyright 2011.