Likeable Social Media by Dave Kerpen Summary

Likeable Social Media provides actionable strategies for businesses to build authentic customer relationships through social media. The book emphasizes listening, storytelling, and engagement over traditional advertising, focusing on platforms like Facebook and Twitter. Key concepts include responding to feedback transparently, integrating social media into customer experiences, and leveraging user-generated content to create brand loyalty.

This book is ideal for small business owners, marketers, and entrepreneurs new to social media marketing. It offers foundational guidance for creating compelling content, managing online reputations, and fostering customer connections. Intermediate users will also benefit from its emphasis on long-term engagement strategies.

Yes. While some examples (e.g., Foursquare, older Facebook features) feel outdated, the core principles—authenticity, active listening, and customer-centric engagement—remain timeless. The book’s actionable frameworks for handling criticism and building trust are still widely applicable.

1. Listen actively: Monitor conversations to understand customer needs.
2. Engage authentically: Avoid hard sells; focus on relationship-building.
3. Leverage stories: Encourage customers to share experiences.
4. Admit mistakes: Address negative feedback openly to rebuild trust.
   These strategies aim to create a "likeable" brand that customers voluntarily promote.

The book advises brands to respond quickly, apologize sincerely, and resolve issues publicly. Deleting criticism is discouraged, as transparency strengthens credibility. Examples include turning complaints into opportunities for improvement, such as offering compensations to dissatisfied customers.

While Facebook and Twitter are primary focuses, the appendix covers Google+, Pinterest, Instagram, and YouTube. However, the bulk of actionable advice—like optimizing posts for engagement and using targeted ads—centers on Facebook’s ecosystem.

The framework prioritizes authenticity over polished messaging, consistency in engagement, and empathy in customer interactions. Brands are urged to “delight, not sell” by creating shareable content and valuing long-term relationships over short-term sales.

Critics note dated examples (e.g., Ashton Kutcher’s Twitter dominance) and limited coverage of emerging platforms like TikTok. However, reviewers praise its practical advice for small businesses and emphasis on ethical social media practices.

Both books stress storytelling, but Contagious delves into the psychology of viral content, while Likeable Social Media focuses on tactical engagement. Kerpen’s work is more beginner-friendly, with step-by-step guides for Facebook ads and community management.

Despite platform updates, its core message—building trust through transparency—aligns with modern consumers’ demand for ethical brands. The rise of AI-driven customer service makes its human-centric strategies even more critical for differentiation.

• “Listen first, sell later.”
• “Social media is a cocktail party, not a megaphone.”
  These quotes underscore the book’s theme of prioritizing dialogue over monologue to foster organic brand advocacy.

It provides cost-effective tactics for competing with larger brands, such as leveraging user-generated content, creating Facebook groups for community-building, and using targeted ads to reach local audiences. Case studies demonstrate measurable ROI for businesses that implement its strategies.