Book Review – Likeable Social Media by Dave Kerpen
Dave Kerpen has a rather interesting book here.
Likeable Social Media
This book was required reading, as a part of my Community Management class at Quinnipiac University.
And it made for an excellent read.
For Kerpen, a lot of social media success comes from listening to, and then surprising and delighting customers and potential customers. Are your posts what they are interested in? If you received this post, would you bother clicking on it?
Case in point for surprise and delight
In May of 2015, my husband, parents, and I went to a Mexican restaurant in my parents’ town. We have eaten there before, but not so much that they know our names or our usual orders or the like. My husband and I don’t visit my parents too often. And he visits them even less than I am. To the restaurant, even if my parents are repeat customers, my husband and I surely don’t look like repeats.
There was a short wait until we got our food. Without prompting, we received a little appetizer, which mainly consisted of little breaded and fried mashed potatoes, configured a bit like sticks. There were three bits of sauce in different colors. The potatoes and sauce, most likely, were leftover odds and ends. It may have taken the chef all of ten minutes to make the dish. I didn’t see anyone else getting the appetizer. We thanked the server. The appetizer tasted good.
We were served our food, and you’d think that would be the end of it. But it wasn’t. We didn’t order dessert. But we received a plate of flan and four spoons anyway. No one asked us; we just got the flan (it tasted really good). We weren’t charged for either little extra.
These twin activities impressed us, so much so that I’ve even linked back to the restaurant. Win-win!
Surprise and delight your customers. Or, as I’d like to say, where’s their flan?
By no coincidence, Kerpen named his company Likeable Media. From its positive name to its obvious association with Facebook, the book and the company are all about creating positive and meaningful experiences for customers and potential customers. Kerpen begins with listening and with careful, accurate, and specific targeting. E. g. not all women in their 50s have the same interests. He strongly urges marketers to dig deeper. He also encourages them to have empathy for their customers. Is a post interesting? Would it be welcome to the customer base? The first fans should be preexisting customers, with perks for the really rabid fans. Another skill to master: engaging in a true dialog. This means not just accepting praise, but also effectively and expeditiously responding to complaints. It also means owning up to your mistakes when you make them.
Kerpen advocates authenticity, honesty and transparency in dealings, and promoting an exchange by asking questions, which goes right back to listening. From listening, comes the surprise and delight. Did the restaurant hear us complaining about slower than normal service? Possibly. The appetizer and the flan certainly helped to quell those complaints and win us over.
Because he’s talking about social media (and not restaurant service), Kerpen’s flan moment doesn’t just cover coupons and offers. It’s also the sharing of stories as social capital. Some of this includes stories of the company (e. g. how a product was invented that spawned an industry). But it also encompasses the stories of the customers themselves. Imagine being a soft drink company and asking customers who drank your soft drink during their first date to share their love stories?
Finally, rather than hard selling, Kerpen exhorts marketers to simply make it easy to buy. Good products and services will always have customers. Generally, you don’t need to massage demand. But you do need to make it easier for customers to open their wallets.
A terrific, breezy read, well worth your time.