Likeable Social Media - Dave Kerpen  ## Metadata - Author: **Dave Kerpen** - Full Title: Likeable Social Media - Category: #books ## Highlights - In the beginning, there was Adam and Eve. Eve said to Adam, “You’ve got to try this apple,” and the first marketing interaction in the history of the world had taken place. It was simple and effective, from one trusted person’s lips to another’s ears, and resulted in a successful, if free, “transaction.” Word-of-mouth marketing had begun, and it would remain the best, purest, most efficient form of marketing for thousands of years (see the timeline in [Figure I.1](private://read/01hzezsg0364hxv576qckkeqsz/#filepos20725)). Then, in the year 1450, the printing press ushered in a new era of mass marketing and media. Direct mail, followed by newspapers and magazines, and radio and television, allowed marketers and advertisers to target huge groups of people at once. ([View Highlight](https://read.readwise.io/read/01hzs0t43tnwbfk9djsss4aqjm)) -  ([View Highlight](https://read.readwise.io/read/01hzs0v18j7tghjnjc133kqkpd)) - Companies and professionals who are worthy of people clicking their Like button will, in the short term, build trust and, in the long term, win the new Web in their respective categories. ([View Highlight](https://read.readwise.io/read/01hzs1c2z33eacnhy0gy6k71zz)) - Define Your Target Audience Better than Ever ([View Highlight](https://read.readwise.io/read/01j06359h541p16aydgx8647xk)) - Twitter, based around an acronym we came up with for “TWEET”: • Trust-building: Build relationships • Wisdom: Learn from industry leaders and your customers • Ears open: Listen to the conversation • Establish your brand: Create a strong presence • Teach the world about what you do Of course, there’s nothing in this mnemonic device about selling. There’s nothing even there about marketing. But if you do a great job listening, learning, and building trust with the right people, if you establish your brand with the right fan base, and if you share what it is you and your organization does, you won’t have to sell. People will already know your product and service, and they will come to you when they are ready to buy. The less friction in the buying process, the better, and the clearer and simpler the checkout or order process, the more likely your customer will be satisfied. ([View Highlight](https://read.readwise.io/read/01j063ngjg8qzyn00emw0nr8gd)) -  ([View Highlight](https://read.readwise.io/read/01j063rp3ankfwmbzk0tb4qnaf)) - You need to follow the golden rule in each decision you make affecting your customers. ([View Highlight](https://read.readwise.io/read/01j06k1ps7s13bn86kgpsx5q8g))