<p><B style="mso-bidi-font-weight: normal"><SPAN>Foreword </SPAN></B><SPAN><SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Acknowledgments</SPAN></B><SPAN><SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Introduction</SPAN></B><SPAN><SPAN> </SPAN></SPAN><SPAN></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 1<SPAN> </SPAN></SPAN></B><SPAN>Listen First, and Never Stop Listening<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 2</SPAN></B><SPAN><SPAN> </SPAN>Way Beyond “Women 25 to 54”: Define <BR>Your Target Audience Better Than Ever<SPAN> </SPAN></SPAN></P><p><B style="TEXT-INDENT: -90px"><SPAN>CHAPTER 3 </SPAN></B><SPAN>Use Social Network Ads for Much Greater Impact </SPAN><SPAN> </SPAN></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 4<SPAN> </SPAN></SPAN></B><SPAN>Think—and Act—Like Your Consumer<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 5</SPAN></B><SPAN><SPAN> </SPAN>Invite Your Customers to Be Your First Fans<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 6</SPAN></B><SPAN><SPAN> </SPAN>Engage: Create True Dialogue with, and Between, Your Customers<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 7<SPAN> </SPAN></SPAN></B><SPAN>Respond Quickly to All Bad Comments<p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 8</SPAN></B><SPAN><SPAN> </SPAN>Respond to the Good Comments Too<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 9</SPAN></B><SPAN><SPAN> </SPAN>Be Authentic<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 10</SPAN></B><SPAN><SPAN> </SPAN>Be Honest and Transparent<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 11</SPAN></B><SPAN><SPAN> </SPAN>Should You Ask a Lot of Questions?<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 12</SPAN></B><SPAN><SPAN> </SPAN>Provide Value (Yes, for Free!)<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 13</SPAN></B><SPAN><SPAN> </SPAN>Share Stories (They’re Your Social Currency!)<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 14</SPAN></B><SPAN><SPAN> </SPAN>Inspire Customers and Influencers to Share Your Stories<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 15</SPAN></B><SPAN><SPAN> </SPAN>Integrate Social Media into the Entire Customer Experience<SPAN> </SPAN></SPAN></P><p><B style="TEXT-INDENT: -67.7pt"><SPAN>CHAPTER 16</SPAN></B><SPAN> Admit When You Screw Up, and Then Leverage Your Mistakes </SPAN></P><p><B style="mso-bidi-font-weight: normal"><SPAN>CHAPTER 17<SPAN> </SPAN></SPAN></B><SPAN>Consistently Deliver Excitement, Surprise, and Delight<SPAN> </SPAN><p></P></SPAN><p></P><p><B sty
le="mso-bidi-font-weight: normal"><SPAN>CHAPTER 18<SPAN> </SPAN></SPAN></B><SPAN>Don’t Sell! Just Make It Easy and Compelling for Customers to Buy<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Conclusion:</SPAN></B><SPAN> Just Be Likeable<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Appendix:</SPAN></B><SPAN> A Refresher Guide to the Social Networks That Matter Most<SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Notes</SPAN></B><SPAN><SPAN> </SPAN><p></P></SPAN><p></P><p><B style="mso-bidi-font-weight: normal"><SPAN>Index<p></P></SPAN></B><p></P><BR>