Includes bibliographical references and index.

Chapter 1 : Listen first, and never stop listening -- Chapter 2 : Way beyond "women 25 to 54" : define your target audience better than ever -- Chapter 3 : Use social network ads for much greater impact -- Chapter 4 : Think--and act--like your consumer -- Chapter 5 : Invite your customers to be your first fans -- Chapter 6 : Engage : create true dialogue with, and between, your customers -- Chapter 7 : Respond quickly to all bad comments -- Chapter 8 : Respond to the good comments too -- Chapter 9 : Be authentic -- Chapter 10 : Be honest and transparent -- Chapter 11 : Should you ask a lot of questions? -- Chapter 12 : Provide value (yes, for free!) -- Chapter 13 : Share stories (they're your social currency!) -- Chapter 14 : Inspire customers and influencers to share your stories -- Chapter 15 : Integrate social media into the entire customer experience -- Chapter 16 : Admit when you screw up, and then leverage your mistakes -- Chapter 17 : Consistently deliver excitement, surprise, and delight -- Chapter 18 : Don't sell! Just make it easy and compelling for customers to buy -- Conclusion: Just be likeable -- Appendix: A refresher guide to the social networks that matter most.

"This updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices around video, mobile, paid media, and data. You'll find critical information about new and relevant social media platforms, such as Snapchat, as well as need-to-know insights into existing platforms/content including Instagram, LinkedIn, and Facebook Stories.."--Page 4 of cover.