Customer Service New Rules for a Social Media

How to use social and viral technologies to supercharge customer service - and avoid disasters along the way The breakthrough guide to leveraging social and viral media - by Peter Shankman, the legendary founder of HARO, one of today's hottest Internet growth companies Actionable insights based on what's really happening right now - not yesterday's news or academic theory How to build customer loyalty, trust, and credibility online - and rebuild it after a customer service catastrophe In this book, legendary online marketer Peter Shankman reveals how to make the most of social and viral media in customer service. Shankman is founder of Help a Reporter Online (HARO), one of the world's fastest-growing online businesses. This book shares everything he learned in founding HARO and other online startups and through his extraordinary 25-year career online. Shankman covers all this, and more: " Getting smarter about social networking every day " Choosing which online media make sense for you - and which you can " Learning from other companies'viral "disasters" " Gaining customer loyalty, trust, and credibility on the web " Rebuilding your credibility after you've taken a public "hit" online " Making sure everyone hears your customers when they compliment you " Capturing all your customer knowledge and using it in real time " Keeping people talking - and not just about you This practical, relentlessly realistic tutorial is designed to engage readers with simple, straight-to-the-point facts and techniques they can understand and immediately apply. As Shankman puts it: "You don't need an army - or a team of 300 social media junkies. Southwest Airlines does it with a few people. Same thing with Comcast. And yes, same thing with HARO." You can, too - and this book will show you how.

Peter Shankman is an entrepreneur, author, and speaker recognized worldwide as a leading innovator in social media, PR, marketing, advertising, creativity, and customer service. He is best known for founding Help A Reporter Out (HARO). With 125,000+ sources worldwide, HARO is now the standard for thousands of journalists searching for sources on deadline. Shankman also founded and leads The Geek Factory, Inc., a boutique marketing and PR strategy firm that has served clients ranging from Snapple to NASA, Walt Disney World to Napster.

Introduction	p. 1
Putting Together a Social Media Team	p. 11
Meet Your Team	p. 12
The Customer Service People	p. 13
The PR Person	p. 13
The High-Level Exec	p. 14
The Marketing Guys	p. 15
The Guy from Accounting Who Has a Facebook Page	p. 15
The Flip Side: Meet Your Audience	p. 16
The One-time Complainer	p. 16
The Constant Complainer	p. 16
The Axe-to-Grind	p. 17
The Happy Customer	p. 17
The Prima Donna	p. 17
End result	p. 17
Examples of When It Doesn't Work (and What Happens)	p. 19
Hope for the Best, Plan for the Worst	p. 24
Always Be Aware-It's the Thing You Don't Think of that Can Kill You	p. 25
Trust Your Instincts	p. 27
Cooler Heads Prevail	p. 28
Doing Something Is Better Than Doing Nothing	p. 31
Your Audience Is Smarter Than You Are	p. 33
Never Deceive Your Audience	p. 34
Before the Explosion: Winning Your Customer	p. 37
Before the Customer Is Even a Customer	p. 38
Driving Revenue	p. 39
Find Out Where Your Customers Are	p. 39
Pay Attention	p. 41
Devise a Plan to Reach Your Customers	p. 44
Case Studies	p. 49
Solemates.com	p. 49
HARO	p. 50
Customer Service Is a Way of Life	p. 53
Self-Promotion Versus Helping	p. 59
Case Study: Bravo! Italian Restaurant and Bar	p. 61
Case Study: Risdall Integration Group	p. 61
Case Study: Law Offices of Daniel R. Rosen, PC	p. 62
Background	p. 62
A New Approach	p. 63
From Invisible to the First Page	p. 63
Case Study: Grasshopper	p. 63
Case Study: Peter Kuhn's Food Truck	p. 65
Case Study: Inclind, Inc.	p. 66
Case Study: Which Wich Superior Sandwiches	p. 67
Summary (and a Challenge)	p. 69
Social Media Damage Control: Stopping Small Problems from Becoming Big Ones	p. 71
First Things First: Different Types of Complainers	p. 73
Overarching Rules for Handling any Complaint	p. 75
Handling Different Kinds of Complainers	p. 76
The Never-Complained-Before Complainer	p. 77
The Multi-Complainer Complainer	p. 79
The I-Can't-Believe-He's-Complaining Complainer	p. 80
The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer	p. 84
Dealing with Complaints That Are Personal	p. 86
The @cnnbreakingnews Complainer	p. 90
Wrap-up	p. 91
Making Customer Addicts Online: Best Practices That Work!	p. 93
A Few Rules of the Road	p. 95
So, How Do You Do It?	p. 96
So You Have a Physical Presence	p. 97
Make Them Feel Welcome	p. 100
Make Them Feel Appreciated	p. 103
Make Them Want to Return	p. 105
Make Them Want to Share	p. 107
Loyalty Codes	p. 108
Recap	p. 112
Keeping the Addiction Going	p. 113
Ten Rules to Live By	p. 115
You Want to Hook Your Customers	p. 116
Poor Quality = Fewer Returning Customers	p. 117
Yours Better Be Better	p. 119
Breed Loyal Customers	p. 120
Offer New Value	p. 122
Make It Easy for the Customer	p. 124
Refine, Refine, Refine	p. 124
Know How Customers Want to Receive Information	p. 126
Keep an Eye on the Competition	p. 128
Freebies = Loyalty	p. 131
Supply and Demand, Baby...	p. 132
Summary	p. 133
Monitoring Your Successes and Failures	p. 135
Google Tools	p. 137
Google News Alerts	p. 138
Google News (http://news.google.com)	p. 141
Google Blogsearch	p. 141
Twitter	p. 141
Facebook	p. 145
Email Marketing	p. 148
An Example of Email Marketing Done Right	p. 151
Finding the Time to Monitor Social Media	p. 152
Putting It All Together: What Did We Learn?	p. 157
The World of One Screen	p. 160
Be "That Guy"	p. 163
Saddling Up	p. 164
Recovering from Social Media Face-plants	p. 166
Paying It Forward Pays Off at Crisis Time	p. 167
Learn It. Know It. Live It.	p. 169
Head'em Off at the Pass	p. 171
Creating Customers for Life	p. 172
Thinking Like a Drug Dealer	p. 174
The Right Tool for the Job	p. 175
A Few Final Words	p. 175
Index	p. 179
Table of Contents provided by Ingram. All Rights Reserved.

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Customer Service New Rules for a Social Media World

Summary

Author Biography

Table of Contents

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