In 'Likeable Social Media', Dave Kerpen reveals the secrets to building a brand's popularity by being authentic, engaging, and transparent on Facebook and other social media sites. He shares the methods he has used to successfully redefine the brands of a number of large companies, including 1-800-FLOWERS and Cumberland Farms. Complete with serious strategies communicated with wit and humor, this book is the definitive source for using social media to win new customers, gather valuable feedback, and increase the bottom line. Description from http://www.mheducation.asia (June 13, 2012.)

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.