This document provides tips for being likable and engaging with customers on social media. It recommends responding quickly but privately to negative comments instead of publicly arguing. Ignoring comments is still a response, so it's best to acknowledge feedback respectfully while avoiding a public back-and-forth. Prioritize responses based on influencers and engage positively with satisfied customers. Develop an authentic social media personality by being human, admitting mistakes, and letting your audience get to know you behind the scenes. Ask open-ended questions to customers to build emotional connections and guide conversations in a non-forceful way. Crowdsource ideas and solutions from invested customers to tap into collective wisdom.

1. BE LIKABLE
By Anna Poludenko

2. Respond quickly to all the
negative comments
 Accept
and embrace that you can’t
control the negative comments
 WHAT’S
NEXT?

3. OPTIONS:
 Ignore
 Delete
 Write
letters to users demanding to delete
the comments
 Deal with them

4. The Do-Not-Delete Rule(DND)
 Unless
it is profane, bigot, contains
personal information –NEVER delete.
 Otherwise deleting shouts –
 “SCREW YOU”

5. No responding is a response
 …”By
ignoring the problem it will go
away”
 This
way you are sending a message that
the customer’s opinion doesn’tmatter

6. Solution
 Quick
and public response, then take the
issue private
 (what
should be the response in Jhon’s
case?)
 By
taking the individual matter private you
avoid a public back and forth

7. Prioritize
 Prioritize
your response based on the
customer’s online influence
 Klout.com

8. Respond to good comments
 Happy
customer – word of the mouth
endorsements and a conversation from
satisfied customer – the most powerful
marketing tool!!!

9. SPECIAL?
 WHAT
MAKES YOU SPECIAL?

10. Develop your social
personality
-
the voice wording you use to respond,
helps to shape your personality.
 - Thank’s a lot, Johnny. You rule!
 Thank you for taking your time to share.
 Thanks for liking us. We like you too 
 Thanks for your feedback, Jhonny. We are
listening.
 Thanks for you comment, and keep
spreading the good word.

11. Tips





The response depend on the audience.
People are more likely to buy your products if
they feel they know you, trust you, and like
you.
You can transform About Us page of your
web-site into actual conversation.
Do you know anyone whom I could talk to?
Please share.

12. It’s conversation – Keep
talking
 With
social networks the conversation
continues forever.
 Activate
your brand ambassador customers who love you no matter what.
 (VistaPrint
on FB)

13. Be Authentic
 Be
Human
 Tell who you are
 Being inauthentic backfires
 Unregulating talks VS Regulating
- The more you regulate the less authentic
you get.
Admit mistakes – fix - people will forgive.

14. Be Authentic
 Behind
the curtain: let people know you.
((Example B1Example – gov. agency – show
positive action and prevent violence. ))
- Vin Diesel (FB)
- Ashton Kutcher (Twitter)
- Nick Swisher (athlet/Twitter)

15. Workshop
 Write
5 things that you could say that
would seem inauthenticmarketingspeaking to a customer.
 Write 5 examples of how you could say
the same in a more authentic way on FB.

16. WOMMA
 World
of Mouth Marketing Association
ethic code.
 Honesty of Relationship
 Honesty of Opinion
 Honesty of Identity
(Example: ObamaThe mayor of Newark
Cory Booker)

17.  How
would you respond – on social
network:
 This
book has provided valuable insight to
you so far.
 Has this book provide a valuable insight to
you so far?

18. Ask questions
 What
would you like to see more of in this
community?
 Who are you inspired by most?
 Where is the most interesting place you’v
used our product?
 When did you first use our service?
 Why do you like this page?

19. Questions= build emotional
connection
 Help
you guide the conversation without
being forceful
 Allowing you to become consumercentric marketers rather than brandcentered marketers
 Demonstrate that you value openness
 Showing that you care about what you
customers have to say

20. Crowdsourcing
 Find
great solutions from the people who
know you the best
 You tap into the wisdom of the crowd
 You get vested interest in the outcomes
from a potentially huge group of people
who are all waiting to become your
customers

21. Examples
 Vitamin
Water
 Stide Rite (children shoes)

22. Assignment
 Write
down a list of the topics of
conversation you customersreaders like
to talk about.
 Write a list of questions, they’d be
interested to answer.
 Examples of project suitable for
crowdsourcing.