Marketing in a social media and Facebook world is not about broadcasting your message and getting the largest reach and frequency—it’s about tapping into the conversation, listening, engaging, and empowering. The loudest, biggest spenders don’t win anymore. The smartest, most flexible listeners do.
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Companies and professionals who are worthy of people clicking their Like button will, in the short term, build trust and, in the long term, win the new Web in their respective categories.
It’s a party: Listen carefully, be transparent, be responsive, be authentic, tell great stories—the qualities that would make you the hotshot at the party—and they’ll make your organization a likeable one on social networks.
Monitoring vs. listening: Monitoring has an impersonal feel to it, imparting a certain amount of creepiness. Listening, on the other hand, is an important human process, and I’ve yet to meet someone who didn’t like being listened to.
Listening is the single most important skill in social media.
The right social media approach: Defining and finding the narrowly targeted, correct audience and then beginning to engage them in a conversation, so that when they are ready to buy, you’re the obvious, logical choice.
Messaging has to be about your customers. What are their hopes and dreams? What do they want to do, hear about, talk about, and share? What’s actually relevant to them?
Marketer’s empathy: Put on your consumer hat and do unto others, as a marketer, as you would want done unto you as a consumer.
If social media is a conversation, you can’t possibly be an active participant without asking questions.
Before you spend lots of time and money on likeable social media, you’ve got to make sure you have likeable customer service, likeable salespeople, likeable products, and likeable processes.
Before you talk, listen, and once you start talking, never stop listening.
Overall evaluation: I had very high expectations from this book, given all the praise in reviews on Amazon and elsewhere. Although it’s no doubt a practical and useful introduction to a fairly recent state of social media, it contains way too much fluff for me to find it likeable This book might give you some inspiration if your job is heavy on social media, or enjoyment if you are into your social media anecdotes. But if you want to learn something new, read blogs