Likeable social media : how to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks) / by Dave Kerpen.

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Listen first, and never stop listening -- Way beyond ´women 25 to 54´: define your target audience better than ever -- Think-and act- like your customer -- 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 authentic -- 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, then leverage your mistakes -- Consistently deliver excitement, surprise, and delight -- Don´t sell! Just make it easy and compelling for customers to buy.