Customer service : new rules for a social media world

Use Social and Viral Technologies to Supercharge your Customer Service!

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Using social media, you can deliver amazing customer service-and generate an army of fans who'll promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all that- without spending a fortune! Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune 500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility online-and rebuilding it when catastrophe strikes. Companies around the world are driving enormous value from online customer service at remarkably low cost. You can, too. Peter Shankman will show you how- step-by-step, right now!

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You'll learn how to:

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* Organize a small, powerful social media team on a tight budget

* Listen to what your customers, advisors, and markets are really saying

* Make prospects feel like rock stars from the moment they find you

* Choose online media that make the most sense for you

* Avoid wasting time with platforms that won't help you

* Earn your customer's loyalty, trust, and credibility

* Learn from other companies' viral "disasters"

* Rebuild your credibility after you've taken a public "hit" online

* Make sure everyone hears your customers when they compliment you

* Capture all your customer knowledge-and use it in real time

* Keep people talking-and not just about you

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• Introduction p. 1
• 1 Putting Together a Social Media Team p. 11
• Meet Your Team p. 12
• The Customer Service People p. 13
• The PR Person p. 13
• The High-Level Exec p. 14
• The Marketing Guys p. 15
• The Guy from Accounting Who Has a Facebook Page p. 15
• The Flip Side: Meet Your Audience p. 16
• The One-time Complainer p. 16
• The Constant Complainer p. 16
• The Axe-to-Grind p. 17
• The Happy Customer p. 17
• The Prima Donna p. 17
• End result p. 17
• 2 Examples of When It Doesn't Work (and What Happens) p. 19
• Hope for the Best, Plan for the Worst p. 24
• Always Be Aware-It's the Thing You Don't Think of that Can Kill You p. 25
• Trust Your Instincts p. 27
• Cooler Heads Prevail p. 28
• Doing Something Is Better Than Doing Nothing p. 31
• Your Audience Is Smarter Than You Are p. 33
• Never Deceive Your Audience p. 34
• 3 Before the Explosion: Winning Your Customer p. 37
• Before the Customer Is Even a Customer p. 38
• Driving Revenue p. 39
• Find Out Where Your Customers Are p. 39
• Pay Attention p. 41
• Devise a Plan to Reach Your Customers p. 44
• Case Studies p. 49
• Solemates.com p. 49
• HARO p. 50
• 4 Customer Service Is a Way of Life p. 53
• Self-Promotion Versus Helping p. 59
• Case Study: Bravo! Italian Restaurant and Bar p. 61
• Case Study: Risdall Integration Group p. 61
• Case Study: Law Offices of Daniel R. Rosen, PC p. 62
• Background p. 62
• A New Approach p. 63
• From Invisible to the First Page p. 63
• Case Study: Grasshopper p. 63
• Case Study: Peter Kuhn's Food Truck p. 65
• Case Study: Inclind, Inc. p. 66
• Case Study: Which Wich Superior Sandwiches p. 67
• Summary (and a Challenge) p. 69
• 5 Social Media Damage Control: Stopping Small Problems from Becoming Big Ones p. 71
• First Things First: Different Types of Complainers p. 73
• Overarching Rules for Handling any Complaint p. 75
• Handling Different Kinds of Complainers p. 76
• The Never-Complained-Before Complainer p. 77
• The Multi-Complainer Complainer p. 79
• The I-Can't-Believe-He's-Complaining Complainer p. 80
• The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer p. 84
• Dealing with Complaints That Are Personal p. 86
• The @cnnbreakingnews Complainer p. 90
• Wrap-up p. 91
• 6 Making Customer Addicts Online: Best Practices That Work! p. 93
• A Few Rules of the Road p. 95
• So, How Do You Do It? p. 96
• So You Have a Physical Presence p. 97
• Make Them Feel Welcome p. 100
• Make Them Feel Appreciated p. 103
• Make Them Want to Return p. 105
• Make Them Want to Share p. 107
• Loyalty Codes p. 108
• Recap p. 112
• 7 Keeping the Addiction Going p. 113
• Ten Rules to Live By p. 115
• You Want to Hook Your Customers p. 116
• Poor Quality = Fewer Returning Customers p. 117
• Yours Better Be Better p. 119
• Breed Loyal Customers p. 120
• Offer New Value p. 122
• Make It Easy for the Customer p. 124
• Refine, Refine, Refine p. 124
• Know How Customers Want to Receive Information p. 126
• Keep an Eye on the Competition p. 128
• Freebies = Loyalty p. 131
• Supply and Demand, Baby... p. 132
• Summary p. 133
• 8 Monitoring Your Successes and Failures p. 135
• Google Tools p. 137
• Google News Alerts p. 138
• Google News (http://news.google.com) p. 141
• Google Blogsearch p. 141
• Twitter p. 141
• Facebook p. 145
• Email Marketing p. 148
• An Example of Email Marketing Done Right p. 151
• Finding the Time to Monitor Social Media p. 152
• 9 Putting It All Together: What Did We Learn? p. 157
• The World of One Screen p. 160
• Be "That Guy" p. 163
• Saddling Up p. 164
• Recovering from Social Media Face-plants p. 166
• Paying It Forward Pays Off at Crisis Time p. 167
• Learn It. Know It. Live It. p. 169
• Head'em Off at the Pass p. 171
• Creating Customers for Life p. 172
• Thinking Like a Drug Dealer p. 174
• The Right Tool for the Job p. 175
• A Few Final Words p. 175
• Index p. 179