Likeable Social Media

In today's digital age, social media has become an essential tool for businesses to connect with customers, build brand awareness, and drive sales. Dave Kerpen's book "Likeable Social Media" offers a comprehensive guide to navigating the world of social media marketing, providing valuable insights and practical strategies for businesses of all sizes.

Introduction

The internet has revolutionized the way businesses interact with customers. Gone are the days when traditional advertising methods like billboards, radio spots, and local TV commercials were the primary means of reaching potential customers. Now, social media platforms like Facebook, Twitter, and Instagram have become powerful tools for businesses to engage with their audience, generate word-of-mouth advertising, and create positive user interactions.

"Likeable Social Media" demystifies the world of online advertising and provides practical, clear examples of how businesses can leverage social media platforms to their advantage. Whether you're a small business owner or part of a large corporation, this book offers valuable insights on how to create a successful social media strategy that will help you grow your customer base and build a loyal following.

The Power of Listening

One of the most crucial aspects of social media success is the ability to listen to your customers. In the past, gathering customer feedback was a time-consuming and expensive process. However, social media has made it easier than ever to hear what your customers have to say about your products, services, and brand.

Always Be Listening

The key to successful social media engagement is to always be listening. Many companies make the mistake of focusing too much on talking and not enough on listening. By actively monitoring social media platforms for mentions of your brand, products, or industry-related topics, you can gain valuable insights directly from your customers.

Listening to your customers on social media offers several benefits:

1. Gathering valuable feedback: You can learn which products are working well and which ones need improvement.
2. Discovering new ideas: Customers often share suggestions or ideas that can inspire future products or services.
3. Addressing negative feedback: By catching negative comments early, you can address issues before they turn into viral sensations that damage your brand's reputation.

Implementing a Listening Strategy

To start listening effectively on social media, consider the following approaches:

1. Manual searches: Regularly search social media platforms for keywords related to your business, brand, competitors, or industry.
2. Paid monitoring services: Invest in tools that automatically monitor social media platforms for relevant mentions and conversations.
3. Dedicated teams: Create a team of "seekers" who actively scan social media for potential sales opportunities or customer service issues.

By implementing a robust listening strategy, you'll be better equipped to understand your customers' needs, address their concerns, and capitalize on new opportunities.

Leveraging Facebook's Powerful Functionality

Facebook is one of the most popular social media platforms, with billions of users worldwide. Its advanced targeting features make it an invaluable tool for businesses looking to reach specific audiences.

Micro-Targeting Your Audience

Facebook's micro-targeting capabilities allow businesses to create highly targeted ads that reach only the most relevant users. This level of precision was unimaginable in the pre-internet era when businesses had to rely on broad demographic targeting through traditional media channels.

To take advantage of Facebook's micro-targeting features:

1. Define your ideal customer: Identify key characteristics such as age, gender, location, interests, and behaviors.
2. Use Facebook's targeting tools: Create ads that specifically target users who match your ideal customer profile.
3. Experiment with different audience segments: Test various combinations of targeting criteria to find the most effective approach for your business.

Building a Following Through Page Likes

Another powerful aspect of Facebook is the ability to build a following through page likes. When users like your business page, they see your posts in their news feed, providing a direct channel of communication with your customers.

To encourage users to like your page:

1. Ask for likes: Include calls-to-action in your ads, emails, and in-person interactions.
2. Offer incentives: Provide exclusive discounts or content to users who like your page.
3. Create engaging content: Post interesting and valuable content that encourages users to interact with your page.

Fostering Engagement

To maximize the visibility of your Facebook posts, focus on creating content that encourages user engagement. Posts with higher engagement rates are more likely to appear in users' news feeds.

Tips for fostering engagement:

1. Ask questions: Encourage users to share their thoughts and opinions.
2. Tell stories: Share interesting anecdotes or behind-the-scenes glimpses of your business.
3. Start discussions: Initiate conversations about topics relevant to your industry or brand.

By leveraging Facebook's powerful functionality, you can create a strong presence on the platform and connect with your target audience more effectively.

Creating Two-Way Conversations

Social media platforms offer a unique opportunity for businesses to engage in genuine conversations with their customers. Instead of simply broadcasting messages, companies can now foster personal connections and build rapport with their audience.

The Importance of Authentic Interactions

Many businesses make the mistake of treating social media like traditional advertising channels, simply posting promotional content without engaging in meaningful conversations. However, the real power of social media lies in its ability to facilitate two-way communication.

To create authentic interactions:

1. Respond to comments: Address both positive and negative feedback promptly and personally.
2. Use a conversational tone: Avoid corporate jargon and communicate like a real person.
3. Show personality: Let your brand's unique voice shine through in your social media interactions.

Handling Complaints and Negative Feedback

When faced with negative comments or complaints on social media, it's essential to address them publicly and professionally. This approach not only helps resolve the issue at hand but also demonstrates your commitment to customer satisfaction to other users.

Steps for handling complaints:

1. Acknowledge the problem: Show empathy and understanding for the customer's frustration.
2. Offer a solution: Provide a clear path to resolution, often through a private channel.
3. Follow up: Ensure the issue is resolved and the customer is satisfied.

Engaging in Positive Interactions

While addressing complaints is crucial, it's equally important to engage with positive comments and feedback. This helps reinforce positive experiences and encourages further engagement from satisfied customers.

Ways to engage with positive feedback:

1. Express gratitude: Thank customers for their kind words and support.
2. Share success stories: Highlight positive experiences shared by customers.
3. Encourage further interaction: Ask satisfied customers for more details or invite them to participate in future promotions.

By focusing on creating genuine, two-way conversations, businesses can build stronger relationships with their customers and foster a sense of community around their brand.

Collaborating with Customers

Social media platforms provide an excellent opportunity for businesses to collaborate with their customers, gathering valuable insights and fostering a sense of community.

Leveraging Customer Feedback

By actively seeking and incorporating customer feedback, businesses can improve their products and services while building stronger relationships with their audience.

Examples of successful customer collaboration:

1. Entenmann's Banana Crumb Cake: The company revived a discontinued product based on customer demand expressed through social media.
2. Glacéau's Vitamin Water: The beverage company used social media polls to determine a new flavor and packaging design, resulting in increased sales.

Sharing Knowledge and Expertise

Businesses can use social media to provide valuable information to their customers, establishing themselves as industry experts and building trust.

Ways to share knowledge:

1. Tutorial videos: Create short, informative videos demonstrating product use or sharing tips.
2. Blog posts: Share in-depth articles on topics relevant to your industry.
3. Live Q&A sessions: Host live events where customers can ask questions and receive real-time answers.

Building a Community

By encouraging customer interactions and fostering a sense of community, businesses can create a loyal following that extends beyond simple transactions.

Strategies for building a community:

1. Create discussion forums: Provide a space for customers to connect and share experiences.
2. Host virtual events: Organize online gatherings that bring customers together around shared interests.
3. Highlight customer stories: Share user-generated content and testimonials to showcase your community.

By collaborating with customers through social media, businesses can gain valuable insights, improve their offerings, and build a dedicated community of brand advocates.

The Power of Storytelling

Storytelling is a powerful tool for connecting with customers on an emotional level and creating memorable brand experiences. Social media platforms provide an ideal venue for sharing stories that resonate with your audience.

Why Stories Matter

Stories have been a fundamental part of human communication for thousands of years. They have the power to:

1. Create emotional connections
2. Make information more memorable
3. Inspire action and change

In the context of social media marketing, storytelling can help businesses:

1. Humanize their brand
2. Differentiate themselves from competitors
3. Build trust and credibility with their audience

Finding Your Stories

Every business has unique stories to tell. To uncover compelling narratives, consider:

1. Your company's origin story: How and why was your business founded?
2. Employee experiences: What motivates your team members?
3. Customer success stories: How have your products or services made a difference in people's lives?
4. Behind-the-scenes glimpses: What goes into creating your products or delivering your services?

Sharing Stories Effectively

To make the most of storytelling on social media:

1. Use a variety of formats: Experiment with text posts, images, videos, and live streams to find what resonates best with your audience.
2. Be authentic: Share genuine experiences and emotions rather than overly polished marketing messages.
3. Encourage user-generated content: Invite customers to share their own stories related to your brand.
4. Create a consistent narrative: Ensure your stories align with your brand values and overall messaging.

Case Study: Matthew Weiss, Traffic Lawyer

Matthew Weiss, a New York lawyer specializing in traffic tickets, effectively used storytelling to grow his business. By sharing interesting cases and insights from his work on his blog "Confessions of a Traffic Lawyer," Weiss was able to:

1. Establish himself as an expert in his field
2. Create engaging content that attracted potential clients
3. Increase his business by 22% through organic growth

This example demonstrates how even businesses in seemingly "dry" industries can use storytelling to connect with their audience and drive growth.

Integrating Social Media Across Your Business

To maximize the impact of your social media efforts, it's essential to integrate them into every aspect of your business operations. This holistic approach ensures that social media becomes a core part of your customer experience rather than an isolated marketing activity.

Involving All Departments

Encourage participation from various departments within your organization:

1. Marketing and Advertising: Use social media to reach new customers and promote special offers.
2. Research and Development: Gather feedback on products and services to inform future innovations.
3. Sales: Identify and pursue leads generated through social media interactions.
4. Customer Service: Address customer inquiries and concerns promptly through social channels.
5. Human Resources: Showcase company culture and recruit potential employees.

Incorporating Social Media into Physical Locations

For businesses with brick-and-mortar locations, integrate social media into the in-person customer experience:

1. Display social media handles prominently in-store
2. Encourage customers to check in or share their experiences on social platforms
3. Offer incentives for customers who engage with your brand on social media
4. Use QR codes to link physical products or displays to online content

Leveraging Customer Networks

Tap into your customers' social networks to expand your reach:

1. Create shareable content that customers will want to post on their own profiles
2. Encourage user-generated content through contests or hashtag campaigns
3. Implement referral programs that reward customers for bringing in new business through social media

Case Study: Dave's Grill

The fictional restaurant Dave's Grill demonstrates effective social media integration:

1. Facebook ad attracts a new customer
2. In-store signage encourages customers to like the page for a free appetizer
3. Servers ask customers to leave online reviews
4. Management responds promptly to customer feedback
5. Follow-up offers incentivize repeat visits

This comprehensive approach creates a seamless experience that encourages ongoing engagement and word-of-mouth marketing.

Surprising and Delighting Customers

In the crowded social media landscape, businesses need to find ways to stand out and create memorable experiences for their audience. One effective strategy is to surprise and delight potential customers through unexpected interactions and offers.

The Power of Unexpected Joy

Creating moments of unexpected joy can:

1. Generate positive emotions associated with your brand
2. Increase the likelihood of social sharing and word-of-mouth marketing
3. Build customer loyalty and encourage repeat business

Strategies for Surprising and Delighting

1. Engage in fun, non-promotional interactions

   • Example: Best Buy's Twelpforce, where employees engage in friendly banter and offer tech advice on Twitter

2. Create social media contests and challenges

   • Example: Cumberland Farms' Facebook contest offering free drinks for reaching a follower milestone

3. Offer exclusive, time-limited deals

   • Example: Dell and JetBlue's flash sales promoted through Twitter

4. Provide personalized responses to customer posts

   • Example: The author's experience receiving a free book from a stranger on Twitter, which led to a business relationship

5. Recognize and reward loyal customers

   • Example: Surprising long-time customers with unexpected gifts or upgrades

6. Share behind-the-scenes content

   • Example: Giving followers a sneak peek at upcoming products or events

Implementing Surprise and Delight Tactics

To effectively incorporate surprise and delight into your social media strategy:

1. Empower your social media team to make quick decisions
2. Set aside a budget for spontaneous gestures
3. Monitor social media channels for opportunities to create positive experiences
4. Encourage creativity and out-of-the-box thinking from your team
5. Track the impact of your surprise and delight efforts on engagement and customer loyalty

By consistently surprising and delighting your audience, you can create a positive association with your brand that goes beyond traditional marketing messages.

The Importance of Authenticity

In the world of social media, authenticity is key to building trust and fostering genuine connections with your audience. Customers can easily spot insincerity, so it's crucial to maintain a genuine and transparent approach in all your social media interactions.

Being True to Your Brand

Authenticity starts with a clear understanding of your brand's values, voice, and personality. Ensure that your social media presence aligns with these core elements:

1. Develop a consistent brand voice that reflects your company's culture
2. Share content that genuinely represents your products, services, and values
3. Be transparent about your business practices and policies

Humanizing Your Brand

People connect with other people, not faceless corporations. To humanize your brand on social media:

1. Showcase the personalities behind your company
2. Share employee stories and behind-the-scenes glimpses
3. Use a conversational tone in your communications
4. Admit mistakes and show vulnerability when appropriate

Responding to Criticism

How you handle negative feedback can significantly impact your brand's perception. To maintain authenticity when faced with criticism:

1. Acknowledge the issue promptly
2. Take responsibility for mistakes
3. Offer sincere apologies when warranted
4. Provide clear solutions or explanations
5. Follow up to ensure customer satisfaction

Case Study: Domino's Pizza Turnaround

In 2009, Domino's Pizza faced a PR crisis when a video of employees tampering with food went viral. The company responded with a bold and authentic approach:

1. Acknowledged the problem openly
2. Launched a transparent campaign admitting their pizza needed improvement
3. Invited customers to provide feedback and suggestions
4. Documented the entire process of reinventing their recipe

This authentic approach not only helped Domino's overcome the crisis but also led to a significant improvement in both their product and public perception.

Measuring Social Media Success

To ensure your social media efforts are effective, it's essential to track and measure your performance regularly. By analyzing key metrics, you can refine your strategy and demonstrate the value of social media to your organization.

Key Performance Indicators (KPIs)

Consider tracking the following KPIs:

1. Reach: The number of unique users who see your content
2. Engagement: Likes, comments, shares, and clicks on your posts
3. Follower growth: The rate at which your social media audience is expanding
4. Website traffic: Visitors coming to your site from social media platforms
5. Conversions: Actions taken by users as a result of your social media efforts (e.g., purchases, sign-ups)
6. Customer sentiment: The overall tone of comments and mentions about your brand

Tools for Measurement

Utilize various tools to gather and analyze social media data:

1. Native platform analytics (e.g., Facebook Insights, Twitter Analytics)
2. Third-party social media management tools (e.g., Hootsuite, Sprout Social)
3. Google Analytics for tracking website traffic from social sources
4. Sentiment analysis tools to gauge customer opinions

Reporting and Analysis

Regular reporting and analysis help you understand the impact of your social media efforts:

1. Create weekly or monthly reports summarizing key metrics
2. Compare performance across different platforms and campaigns
3. Identify trends and patterns in your data
4. Use insights to inform future strategy and content decisions

ROI Calculation

To demonstrate the value of social media to stakeholders, consider calculating your return on investment (ROI):

1. Determine the costs associated with your social media efforts (e.g., tools, advertising spend, staff time)
2. Quantify the benefits (e.g., increased sales, reduced customer service costs, improved brand awareness)
3. Use the formula: ROI = (Benefits - Costs) / Costs x 100

Remember that some benefits of social media, such as improved customer relationships and brand loyalty, may be difficult to quantify but are still valuable to your business.

Staying Up-to-Date with Social Media Trends

The social media landscape is constantly evolving, with new platforms, features, and best practices emerging regularly. To maintain a successful social media presence, it's crucial to stay informed about the latest trends and adapt your strategy accordingly.

Keeping Informed

Stay up-to-date with social media trends by:

1. Following industry thought leaders and influencers on social platforms
2. Subscribing to relevant blogs and newsletters
3. Attending social media conferences and webinars
4. Joining online communities and forums for social media professionals
5. Experimenting with new platforms and features as they emerge

Adapting to Platform Changes

Social media platforms frequently update their algorithms, features, and policies. To adapt effectively:

1. Regularly review platform guidelines and best practices
2. Monitor your performance metrics for sudden changes
3. Be prepared to adjust your content strategy as needed
4. Test new features and ad formats as they become available

Emerging Trends to Watch

As of the book's publication, some key trends in social media marketing include:

1. The rise of short-form video content (e.g., TikTok, Instagram Reels)
2. Increased focus on social commerce and in-app purchasing
3. Growing importance of user-generated content and influencer partnerships
4. Emphasis on social responsibility and brand values
5. Integration of augmented reality (AR) features in social platforms

Balancing Innovation and Consistency

While it's important to stay current, don't lose sight of your core brand identity and successful strategies. Strive for a balance between innovation and consistency:

1. Maintain a consistent brand voice across new platforms and features
2. Adapt successful content formats to emerging trends
3. Gradually introduce new elements to your social media strategy
4. Continuously evaluate the effectiveness of new approaches

By staying informed about social media trends and adapting your strategy thoughtfully, you can ensure that your brand remains relevant and engaging in the ever-changing digital landscape.

Conclusion: Building a Likeable Brand on Social Media

"Likeable Social Media" provides a comprehensive guide to leveraging social media platforms for business success. By implementing the strategies and tactics outlined in this book, you can create a strong, engaging, and likeable presence on social media that drives real results for your business.

Key takeaways from the book include:

1. The importance of listening to your customers and engaging in genuine two-way conversations
2. Leveraging the powerful targeting and engagement features of platforms like Facebook
3. Collaborating with customers to improve products and build community
4. Using storytelling to create emotional connections with your audience
5. Integrating social media across all aspects of your business operations
6. Surprising and delighting customers to stand out in a crowded digital landscape
7. Maintaining authenticity in all your social media interactions
8. Measuring and analyzing your social media performance to continually improve your strategy
9. Staying up-to-date with the latest trends and platform changes

By focusing on these elements, businesses of all sizes can create a social media presence that not only attracts customers but also builds lasting relationships and brand loyalty. Remember that success on social media is not just about accumulating likes and followers, but about creating meaningful interactions that drive real business results.

As you implement these strategies, be patient and persistent. Building a strong social media presence takes time and effort, but the rewards – in terms of customer engagement, brand awareness, and business growth – can be substantial. Stay true to your brand's values, listen to your audience, and continually refine your approach based on feedback and performance data.

In today's digital age, a strong social media presence is no longer optional for businesses – it's essential. By following the principles outlined in "Likeable Social Media," you can transform your social media efforts from a mere marketing tactic into a powerful tool for building lasting connections with your customers and driving sustainable business growth.