From the Book - Revised and expanded second edition.
Listen first, and never stop listening
Way beyond "women 25 to 54": define your target audience better than ever
Think, and act, like your consumer
Invite your customers to be your first fans
Engage: create true dialogue with, and between, your customers
Respond quickly to all bad comments
Respond to the good comments too
Be honest and transparent
Should you ask a lot of questions?
Provide value (yes, for free!)
Share stories (they're your social currency!)
Inspire your customers to share stories
Integrate social media into the entire customer experience
Use social network ads for greater impact
Admit when you screw up, and then leverage your mistakes
Consistently deliver excitement, surprise, and delight
Don't sell! Just make it easy and compelling for customers to buy
Appendix: A refresher guide to the social networks that matter most.
