E1FFIRS 12/04/ Page 1 Praise for The New Rules of Marketing and PR tant one particular concept The New Rules of Mar. Singapore Sydney Toronto likeable social media. How to Delight Your Customers,. Create an Irresistible Brand, and Be Amazing on Facebook,. Twitter, LinkedIn. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks).
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Likeable Social Media How To Delight Your Customers Create An Irresistible Brand Be Generally Amazing On Facebook Other Networks Dave Kerpen - [ PDF]. Title: Likeable Social Media. Subtitle: How to Delight Your Customers, Create an. Irresistible Brand, and Be Generally Amazing on. Facebook (and Other Social. PDF | Scholars and practitioners agree that referrals provide firms with better workers. Likeable? Social Networks and the Evaluation of Merit.
This book is not going to teach you how to use each of the social media sites, b Dave Kerpen is an expert in the field of social media and word of mouth marketing.
This book is not going to teach you how to use each of the social media sites, but it will give you a bit of an overview of each of the major players. What Mr. Kerpen is trying to do in this book is teach you how to use social media to build relationships and be likeable. The book starts off by talking about how to define your target audience and moves into how to communicate with them.
Kerpen does a great job of addressing these issues such as comments both good and bad , questions, and authenticity. He then wraps things up by talking about incorporating social media into the whole customer experience.
In a way, the titles of the last two chapters do a good job of summing up the book. This doesn't mean it doesn't have depth though. It is so interesting and enjoyable, it would not be surprising for someone to sit down and crank it out in an afternoon. The information is fresh, yet it is also timeless.
Keywords: Flow of information, Network behaviors, Social network, Message, Reactions, Facebook Background The age of powerful nodes Today social media are ubiquitously used by individuals Peters et al. Internet as a cheap and accessible tool is increasingly becoming a source of information Ratchford Moreover, marketing strategy has experienced significant changes by social media Varadarajan and Yadav Websites such as Facebook, Linkedin, and MySpace have attracted the attention of marketers and more attention is dedicated to computer-mediated social environments aka CMSEs Yadav et al.
However companies might be still experiencing how to effectively use social media for their benefit Shankar and Batra What is important for marketers here is people engagement Pan and Chiou ; Schamari and Schaefers ; Deightona and Kornfeld After a message is released in a network by an original distributor e.
The collective network behavior of the nodes determines where the message goes, how far it goes, and how long it stays. The spread of information by online word-of-mouth is an example of how information flows as a result of the actions of the nodes of a network Berger and Iyengar In online and offline environments, many scholars who study word-of-mouth, fundamentally, work on how the actions of the nodes define the fate of pieces of information Saenger et al.
The situation in which the nodes have the main role in the network flow of information is not new. It can be argued that when it comes to network flow of information, even in the offline world, nodes have always been the main actors.
However, in a digital social network and an internet-enabled society the nodes have more power and a crucially more important role. Compared to the pre-internet times, the average node has links to a significantly higher number of nodes and its capacity of delivering messages in terms of number and volume has multiplied. Although some nodes may be more active and some may act as passive observers Chandrashekaran et al.
Study has addressed the changed level of power of the individual actors in the network of audiences and consumers Van Laer et al. While some have seen the emerging consumer power as a threat to companies and organizations Hautz et al. The age of re-distribution Study has vastly addressed the abovementioned change from the internet-free to the internet-enabled society , but another crucial change has happened in the dynamics of flow of information that has received less scholarly attention.
In the past, after the initial transmission of a message, what would flow in the society would have been the perceptions of the nodes. One can imagine that in rare cases a person would read a story in a newspaper and make several photocopies of it and start giving the copies to others.
However, the common scenario would be different: a person would read a story in a newspaper and start telling others about it. This is what long ago Lazarsfeld et al. In fact, in the pre-internet era, if the dissemination of information had two stages, the first being media-to-people and the second being people-to-people or word-of-mouth Batinic and Appel , in the second stage, original messages were not the main things to be handed among the nodes.
In the second stage, several different perceptions of the messages were shared and re-shared. The technologies of the age of digital social networks and especially the explosively fast spreading mobile devices Shankar et al.
If you are a member of a cellphone messaging system such as Viber, WhatsApp, Telegram, Kakao or the like, you may receive, on a daily basis, several pieces of audio, video, picture and text that were cut from a bigger content, previously published. These pieces of information may include a picture of the cover of a magazine, a piece of video cut from a TV program or a movie, an audio someone recorded at a debate at college, etc.
This adds to the importance of the role of the average members of the network as the contributors to creation and distribution of content. The number of people only in the U.
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