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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 | |