King - Face2face: using Facebook, Twitter, and other social media tools to create customer connections
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First printing, 2012
Face2Face: Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections
Copyright 2012 by David Lee King
All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the publisher, except by a reviewer, who may quote brief passages in a review. Published by Information Today, Inc., 143 Old Marlton Pike, Medford, New Jersey 08055.
Publishers Note: The author and publisher have taken care in preparation of this book but make no expressed or implied warranty of any kind and assume no responsibility for errors or omissions. No liability is assumed for incidental or consequential damages in connection with or arising out of the use of the information or programs contained herein.
Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Information Today, Inc. was aware of a trademark claim, the designations have been printed with initial capital letters.
Library of Congress Cataloging-in-Publication Data
King, David Lee, 1966
Face2Face : using Facebook, Twitter, and other social media tools to create great customer connections / by David Lee King.
p. cm.
Includes index.
ISBN 978-0-910965-99-6
1. Online social networks/ 2. Business networks. 3. Customer relations. I. Title. II. Title: Face to face.
HM742.K56 2012
302.30285--dc23
2012013506
President and CEO: Thomas H. Hogan, Sr.
Editor-in-Chief and Publisher: John B. Bryans
VP Graphics and Production: M. Heide Dengler
Managing Editor: Amy M. Reeve
Project Editor: Rachel Singer Gordon
Editorial Assistant: Brandi Scardilli
Cover Designer: Lisa Conroy
Copyeditor: Dorothy Pike
Proofreader: Barbara Brynko
Indexer: Kathleen Rocheleau
www.infotoday.com
Need to know how to be authentic online? Want to interact with the public smartly, safely, and successfully? This book is going to be vital to your social media success.
Kathy Dempsey, marketing
consultant, Libraries Are Essential
An informative and much needed resource for business owners.
Joe Cheray, Wildheart Social Media
Face2Face is the perfect book to help an organization become part of and stay aware of the conversations happening about them online. David Lee King lays out both tools and strategies that can be used immediately to start having better conversations with your customers.
Jason Griffey, author,
Mobile Technology and Libraries
There is a difference between knowing how to work a social media service and knowing how to get that service to work for you. This book gives you the skills to bridge that gap.
Michael P. Sauers, author,
Blogging and RSS, Second Edition
David Lee King shares the key tips for creating the community connections that make the modern socially networked organization successful.
Joe Murphy, www.joemurphylibraryfuture.com
Face2Face is a solid primer for businesses looking to be more social. Following Kings advice will lead to increased business and greater customer loyalty.
Patrick OKeefe, iFroggy Network,
and author, Managing Online Forums
David Lee King does it again! His leadership in experimenting with new social tools blazes the trail rather than following the pack.
Stephen Abram MLS,
VP, Gale Cengage Learning
I want to thank the following peoplewithout them, this book wouldnt exist.
First of all, thanks to Rachel Singer Gordon, my editor, and John Bryans, editor-in-chief of the Books Division at Information Today, Inc., for pestering me about writing a second book: So David, have you started thinking about your next book yet? Hey David, just wondering if youve thought about writing another book?
Thanks to my awesome wife, Dana. She puts up with all my shenanigans (So, why exactly do you need another guitar, David?) and my hours spent in front of the laptop, typing away. She also read through the whole manuscriptproofing, editing, and improvingeven before I sent the manuscript to Rachel.
And, thanks to YOU. I get ideas from you guysin tweets, in videos, in blog posts, in conversations, in presentations, or during a shared dinner. Without you, this book would not exist.
You guys ROCK.
www.davidleeking.com/face2face
David blogs at www.davidleeking.com, where he writes about the intersection of social media and emerging trends. More information about this book can be found at www.davidleeking.com/face2face, and in individual posts, which can be found at www.davidleeking.com/category/face2face.
I recently bought a RDE VideoMic Pro. This is a way-cool micro-phone created specifically for improving the sound in videos. It has a camera shoe connection, so it can sit on top of a camcorder or a DSLR camera, and it provides great sound.
While researching this microphone, I visited RDEs website and discovered that the company is doing a lot with social media. RDE has both Twitter and Facebook accounts, so I followed and friended the company. Soon after, someone from RDE direct messaged me in Twitter, saying: Hey thanks for following! Please fire any questions, suggestions, praise, &/or abuse you have at us, we would love to hear from you! [Authors Note: All quotes from social media included in this book are shown as is, complete with misspellings.]
Thats just the beginning of how RDE seems to work hard at interacting with its customers. For example, the company recently asked its Twitter followers this question: Were going to rock this weekend!! tell us who/what/where/when/how youre going to rock with RDE Microphones!! #rockwithrode.
The people at RDE also answer questions and give advice via Twitter. One Twitter follower, @RichardHall93, tweeted: Good
RDE read Richards comment and responded with some great customer support: Hi Richard, all our mics are covered by a 10 Year Warrantypls email
RDE staff keep track of questions their customers ask and sometimes follow up via Twitter. Heres one example of a typical follow-up response: @legitimatelouis We sent you a tweet a few days ago
Remove the social media hipness of Twitter for a second, and what is RDE doing? Providing great customer service. Conversations between customers and a company are taking place, and these sound very much like what you might overhear at a local mom-and-pop photography store. Real people working at RDE are following up with their customers to make sure those customers are happy with RDE products and that they have the answers they need.
RDE provides a great example of customer service and support via Twitterone that more organizations would do well to emulate. Whats the problem? Some organizations simply dont know where to start.
Thats why I wrote this book.
Many people already understand how to personally connect with friends and family using 21st-century tools like Facebook or Twitter. Facebook lets me easily stay in touch with my nephew, who lives six states away, and I can even connect with interesting people I once knewlike all the people I went to high school with who recently friended me because our 25th high school reunion was coming up.
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