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| Introduction | |
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| Putting Together a Social Media Team | |
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| Meet Your Team | |
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| The Customer Service People | |
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| The PR Person | |
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| The High-Level Exec | |
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| The Marketing Guys | |
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| The Guy from Accounting Who Has a Facebook Page | |
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| The Flip Side: Meet Your Audience | |
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| The One-time Complainer | |
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| The Constant Complainer | |
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| The Axe-to-Grind | |
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| The Happy Customer | |
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| The Prima Donna | |
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| End result | |
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| Examples of When It Doesn't Work (and What Happens) | |
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| Hope for the Best, Plan for the Worst | |
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| Always Be Aware-It's the Thing You Don't Think of that Can Kill You | |
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| Trust Your Instincts | |
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| Cooler Heads Prevail | |
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| Doing Something Is Better Than Doing Nothing | |
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| Your Audience Is Smarter Than You Are | |
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| Never Deceive Your Audience | |
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| Before the Explosion: Winning Your Customer | |
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| Before the Customer Is Even a Customer | |
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| Driving Revenue | |
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| Find Out Where Your Customers Are | |
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| Pay Attention | |
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| Devise a Plan to Reach Your Customers | |
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| Case Studies | |
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| Solemates.com | |
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| HARO | |
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| Customer Service Is a Way of Life | |
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| Self-Promotion Versus Helping | |
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| Case Study: Bravo! Italian Restaurant and Bar | |
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| Case Study: Risdall Integration Group | |
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| Case Study: Law Offices of Daniel R. Rosen, PC | |
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| Background | |
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| A New Approach | |
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| From Invisible to the First Page | |
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| Case Study: Grasshopper | |
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| Case Study: Peter Kuhn's Food Truck | |
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| Case Study: Inclind, Inc. | |
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| Case Study: Which Wich Superior Sandwiches | |
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| Summary (and a Challenge) | |
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| Social Media Damage Control: Stopping Small Problems from Becoming Big Ones | |
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| First Things First: Different Types of Complainers | |
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| Overarching Rules for Handling any Complaint | |
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| Handling Different Kinds of Complainers | |
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| The Never-Complained-Before Complainer | |
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| The Multi-Complainer Complainer | |
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| The I-Can't-Believe-He's-Complaining Complainer | |
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| The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer | |
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| Dealing with Complaints That Are Personal | |
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| The @cnnbreakingnews Complainer | |
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| Wrap-up | |
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| Making Customer Addicts Online: Best Practices That Work! | |
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| A Few Rules of the Road | |
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| So, How Do You Do It? | |
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| So You Have a Physical Presence | |
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| Make Them Feel Welcome | |
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| Make Them Feel Appreciated | |
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| Make Them Want to Return | |
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| Make Them Want to Share | |
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| Loyalty Codes | |
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| Recap | |
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| Keeping the Addiction Going | |
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| Ten Rules to Live By | |
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| You Want to Hook Your Customers | |
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| Poor Quality = Fewer Returning Customers | |
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| Yours Better Be Better | |
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| Breed Loyal Customers | |
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| Offer New Value | |
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| Make It Easy for the Customer | |
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| Refine, Refine, Refine | |
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| Know How Customers Want to Receive Information | |
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| Keep an Eye on the Competition | |
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| Freebies = Loyalty | |
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| Supply and Demand, Baby... | |
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| Summary | |
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| Monitoring Your Successes and Failures | |
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| Google Tools | |
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| Google News Alerts | |
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| Google News (http://news.google.com) | |
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| Google Blogsearch | |
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| Twitter | |
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| Facebook | |
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| Email Marketing | |
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| An Example of Email Marketing Done Right | |
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| Finding the Time to Monitor Social Media | |
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| Putting It All Together: What Did We Learn? | |
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| The World of One Screen | |
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| Be "That Guy" | |
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| Saddling Up | |
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| Recovering from Social Media Face-plants | |
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| Paying It Forward Pays Off at Crisis Time | |
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| Learn It. Know It. Live It. | |
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| Head'em Off at the Pass | |
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| Creating Customers for Life | |
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| Thinking Like a Drug Dealer | |
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| The Right Tool for the Job | |
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| A Few Final Words | |
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| Index | |