The document provides 18 rules for using Facebook effectively to engage customers and build an irresistible brand. Some key points include listening to customers, engaging in true dialogue, responding quickly to both positive and negative comments, being authentic and transparent, providing value to customers for free through sharing stories and inspiring customer sharing, and consistently delivering excitement and surprise rather than just selling. The overall message is that businesses should focus on being likeable on Facebook rather than just selling.

1. Using Facebook to Delight Customers and Create an Irresistible Brand @DaveKerpen, CEO, @LikeableMedia

3. Facebook is not free. Facebook will not bring you instant results. Facebook cannot make up for a bad product or service. Warnings about Facebook

4. like is the new link

5. it’s not about you…

6. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…

7. listen first and never stop listening

9. 2. way beyond women 25-54: define your target audience better than ever

11. 3. think – and act – like your customer

14. 4. compel your customers to be your first fans

17. 5. engage: create true dialogue with, and between, your customers

19. 6. respond quickly to all bad comments

22. 7. respond to good comments too

24. online influencers… the new celebrities?

25. 8. be authentic

27. 9. be honest & transparent

29. 10. should you ask a lot of questions?

30. 1. Pose a question or challenge directly to fans 2. Ask fans to “like” it 3. Announce winners of a Facebook-hosted contest or sweepstakes 4. Include “everything else” – all remaining status updates that didn’t fit any of the above categories in a recent study, Likeable Media looked at status updates that…

31. • In 100% of cases, engagement rates for posts that asked fans to “‘Like’ this” were up to 5.5 times (on average 2.7x) higher than those for “other updates”.* • In 9 out of 10 cases, status updates that posed a question directly to fans were 2-6 times as engaging as “other updates”. Likeable Media found the following…

33. 11. provide value (yes, for free!)

35. 12. share stories (they’re your social currency)

37. 13. inspire your customers to share stories

39. 14. integrate facebook into the entire customer experience

41. 15. use facebook ads for greater impact

45. 16. admit when you screw up then leverage your mistakes

47. 17. consistently deliver excitement, surprise, & delight

49. free chillzones

50. 18. don’t sell! just make it easy & compelling for customers to buy

52. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!

53. but how do we get started today?

54. getting started on:

55. If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals. profiles

56. Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private. groups

57. Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional. fan pages

58. community pages

59. the 5 most engaging status updates

61. likeable.com likeablebook.com Engage with me @DaveKerpen on Twitter Ask us questions @ Facebook.com/LikeableMedia Or, email me anytime dave@likeable.com thank you/ grand prize/ I love feedback