Justin Tuma's Review for “Likeable Social Media”:
Dave Kerpen’s book acts as practical guide to utilizing social media - not just in marketing, but in all customer-facing aspects of a business. Kerpen’s book is non-patronizing and makes the assumption that readers are already internet and social media fluent. He provides numerous methods and examples of how to incite interaction between customer and business - and interestingly, the idea of businesses adapting a transparent but brand-identity driven social media persona. Essentially, Kerpen’s guide shows us how to generate an interactive dialogue in which both parties - producers and consumers - can now benefit.
Importantly, Kerpen claims that ‘like is the new link’ - and that the ‘like’ feature of Facebook is the ideal way to generate an online community. As in face-to-face communication, the author reminds us that communication is 50% listening and 50% talking. He encourages us to pay attention to demographic information now available to us - including free data provided by Facebook, and Google alerts - and really understand one’s audience. (The author lists additional resources for listening to consumers.) Kerpen encourages us to “think and act like a consumer,” and provide incentives, like discounts, promotions, updates, and exclusive content. This helps to generate interactivity and feedback. Listening helps businesses provide what consumers want - it becomes a more tailored custom fit in which everyone benefits - reminding us of the increasingly fine-tuned symbiosis between product-producer and consumer.
After reminding businesses to view communication as a two way street - not just from the top down to a passive audience - the idea of media persona is explored. An honest and transparent identity is key - as well as a professional and respectful demeanor. Kerpen explains the need to respond to all bad comments quickly, and that it is necessary not just to apologize but to correct problems - 5% discounts are insulting. What did not occur to me until reading the book was the idea that Social Media is just not marketing too for a business, and should work across all customer-facing departments: advertising, marketing, public relations, customer service, operations, sales, research and development, senior management/CEO, information technology etc. Ultimately, Kerpen demystifies the approach businesses should adapt for Social Media.
*Amazon Review for Extra Credit is being reviewed.