Face2Face : Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections

Handleiding voor het gebruik van social media om als organisatie een klantenbestand op te bouwen. NL-ZmNBD Consumer-centric organizations know that social media can be used to engage with customers, leading to increased satisfaction and the acquisition of new customers through the power of viral marketing—yet relatively few firms are doing it well. With Face2Face, David Lee King (Designing the Digital Experience) presents a practical guide for any organization that aspires to create deep, direct, and rewarding relationships with patrons and prospects. Going far beyond Facebook and Twitter, King demonstrates how a range of Web 2.0 tools and techniques can be used to start and sustain conversations and humanize the organization in the eyes of those it seeks to serve. He suggests ways to connect with customers using photos and video, communities and networks, and specific tools such as blogs and location services. He uses real-world examples to illustrate the do's and don'ts of responding to criticism, and explains why and how listening, tone, human-centered site design, and measuring results are all critical components of any customer engagement strategy. Presenting a practical guide for any organization that aspires to create direct, deep, rewarding relationships with its patrons and prospects, social media expert David Lee King goes beyond Facebook and Twitter to demonstrate how a range of Web 2.0 tools and techniques can be used to start and sustain conversations and humanize the organization in the eyes of those it seeks to serve. Suggesting myriad ways to connect with customers using photos and video, communities and networks, and specific tools such as blogs and location services, King uses real-world examples to illustrate the dos and donts of using social media. The book covers topics including responding to criticism, listening to consumers, creating an approachable tone, and designing a human-centered site, as well as explaining all the critical components of any effective customer-engagement strategy. Face2face on the web -- Face2face communication -- Face2face with cameras and video -- Community connections -- Face2face listening -- Business casual -- Design and face2face connections -- Face2face with specific tools -- Responding to critics -- Where and how to begin -- Measuring success -- Applying what we've learned -- Appendix: referenced websites and social media services -- About the author -- Index