Dave Kerpen - Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook

Copyright 2011 by Dave Kerpen. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN 978-0-07-176950-1

MHID 0-07-176950-1

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In memory of my PopPop, the Honorable Steven W. Fisher.

You knew nothing about social media or marketing,

but you knew everything about integrity and family.

For my amazing girls, Charlotte and Kate.

May you grow up in a more likeable world.

And for my amazing wife, Carrie,

my partner in all things.

Contents

Acknowledgments

Those of you who know me (and know the giant social media universe) know that there are literally thousands of people Id like to thank here. But since that wouldnt make for very good reading material, Ill summarize by key categories. If your name isnt listed but youre among my extended group of friends, family, colleagues, and supporters, please know how appreciative I am of you and your impact on my life.

MY LIKEABLE PUBLISHING FAMILY

Thanks to all of the editors and staff at McGraw-Hill Professional who worked on the book and showed me there is still room for traditional publishers today. Thanks especially to Julia Baxter, my marketing rep and the first person at McGraw-Hill to accept my Facebook friendshipit meant a lot. To Zach Gajewski, my developmental editor and BU brother, thank you for being my ambassador of book quan.

Thanks to my agent, Celeste Fine at Sterling Lord, a likeable agent who helped me navigate the crazy new waters of publishing.

There would be no book whatsoever had my acquisitions editor Niki Papadopoulos not e-mailed me, encouraged me, signed me, and challenged me. Thanks.

MY LIKEABLE WORK FAMILY

I am so incredibly fortunate to be surrounded by an amazing team at my company, Likeable Media. Thanks to all of you for your support: Mallorie Rosenbluth, Jenna Lebel, Michele Weisman, Amy Kattan, Mandy Cudahy, Lauren Sleeper, Amy Slife, Allie Herzog, Cara Friedman, Clay Darrohn, Michael Nazli, Sida Li, Joanna Carrero, Julia Murphy, Caila Brown, Dean Opriasa, Claudia Titolo, Carrie Tylawsky, Ike Brooker, Dhara Naik, Sam Sudakoff, Theresa Braun, and all of our buzz builders and part-timers. Thanks also to the early Kbuzz team members Chris Fuchs, Maria Ramirez, and Devin Sugameli. Thanks most of all to Megan McMahonhired as manager of special projects but undoubtedly running the company by now. Megan, you saved me from going crazy, and you contributed more to this book than most people will ever know. Youand the whole Likeable team rule!

Our clients are an extended part of the Likeable family, and I am so thankful for all of your continued business and support. Thanks to Jim and Chris McCann, Kevin Ranford, Amit Shah, Greg Golaszewski, and the rest of the 1-800-Flowers.com team for taking a chance on our wedding and remaining such avid supporters through the years. Thanks to Elaina Mango, Maureen OHara, John Dinapoli, and the entire team at Verizon for your steadfast support. Thanks to Jose Bimont, Faisal Rangwala, and team at Neutrogena. Thanks to Todd Simon and team at Omaha Steaks, Rick Hendrie and team at Uno Chicago Grill, Malinda Freitas and team at Stride Rite, Jessica Johnson and team at Extra Space, Doug Nielsen and team at Hayneedle, and all of our other amazing and so very likeable clients of the past, present, and future. Were collectively building a more likeable world.

Last but not least, within my work family are our partners, vendors, and friends in the industry. You have given me inspiration and support way beyond what you realize. Thanks to Randi Zuckerberg, Erin Kanaley, Chris Pan, Kristin Thayer, and the entire team at Facebook. And thanks to A. J. Tennant at Facebook, who actually called me to begin a partnership that has helped our company grow in innumerable ways. I can only hope to change the world a fraction as much as you all do every day.

Thanks to Victoria Ransom, Alain Chuard, and the team at Wildfire; Michael Lazerow and the team at Buddy Media; Kristen Smith and the team at WOMMA; David Lifson and the team at Postling; Duke Chung and the team at Parature; and all of the other companies we work with every day.

Thanks to my Rockstar ForumAnne Moller, Andy Cohen, Ben Rosner, Brad Pedell, Ce Ce Chin, Vinny Cannariato, Kevin Gilbert, Andrew Thornton, and Jeff Bernsteinand the rest of my friends from Entrepreneurs Organization (EO), who have changed my life in so many ways.