By Dave Kerpen

 

If there’s anyone who could write this book, it’s Dave Kerpen, cofounder and Chairman of Likeable Media, founder and CEO of Likeable Local, NY Times bestselling author and the #1 LinkedIn Influencer in pageviews, (ahead of Bill Gates, Jack Welch and Barack Obama!). Dave started his social media career back in 2006 with a wedding – his. He and his wife Carrie are both huge baseball fans and Carrie came up with the idea to get married in the Brooklyn Cyclones' ballpark. They had sponsors such as Entenmann's, Smirnoff and 1-800-Flowers and married in front of 7,000 fans. After the wedding, 1-800-Flowers said it was the No. 1 promotion they ever did and asked what they were planning to do next. So So Dave and Carrie decided to leave their jobs and start a social media agency, thus Likeable Media was born.

 

While Dave is obviously a huge fan of social media, he points out becoming successful with social media is not quick – it’s about building relationships with your customers and that invariably takes time. The bad news is that you have to work for fans, friends, followers; the good news – everyone else has to as well, which gives you an opportunity to rise to the top of the clutter. The trick – producing content people want to receive. How do you know what that is – you need to ask “Would I want to receive this message as a consumer?” However, keep in mind that if you’re not prepared to embrace the good, the bad and the ugly, then social media isn’t right for you.

 

Dave concentrates on four key concepts:

1. Listen 2. Be Transparent 3. Be Responsive and of course 4. Be Likeable

 

It’s filled with advice, case studies and take aways. Here are some:

• The guy on the first date who talks incessantly and doesn’t listen strikes out every time. So does the woman at the cocktail party who only talks about herself – so learn to talk less and listen more

• Think of every customer as an online celebrity with followers, friends and influence

• People find honesty from a company refreshing

• You know what’s cooler than reaching a billion people on Facebook – reaching the perfect 1,000 100 or even 1 prospect

• Consider social listening the ultimate surveying and focus group tool

• Anyone can send an email, Facebook or Twitter message – it takes commitment to actually connect

• Ignoring a negative comment is the equivalent of putting a caller on hold and never getting back on the line

 

You know what’s cooler than reaching a billion people on Facebook? 

Reaching the perfect 100 prospects or 1,000 or 1.

 

• Word of mouth endorsements from a satisfied customer remains the most potentially powerful marketing tool you have

• It’s your job to figure out how to be different

• Every time you respond to a customer, you have an opportunity to make a positive impression

• A friend's recommendation is more powerful than any advertisement

• Ask yourself how you can make your customers really happy, thankful, appreciative or excited?

 

Final take away on being likeable: the easier you make it to be likable, the more likeable you will become (this one holds true not only for your business but for yourself!).