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The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers Hardcover – September 6, 2011


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Editorial Reviews

About the Author

Adam Metz is the VP of Business Development at Metz Consulting where he has consulted with nearly 100 companies on how to acquire, manage, monetize, and retain customers from the social Web. Metz lives in Oakland, California.

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Product Details

  • Hardcover: 304 pages
  • Publisher: McGraw-Hill Education; 1 edition (September 6, 2011)
  • Language: English
  • ISBN-10: 0071759182
  • ISBN-13: 978-0071759182
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #545,472 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Mark P. McDonald VINE VOICE on August 30, 2011
Format: Hardcover
The Social Customer is the best book I have read about executing social media in marketing. That is a strong statement, but after reading more than a dozen books on the subject, from what exists right now I would recommend you read this book. Read it for ideas and new ways of thinking about social media as it applies to marketing and customer engagement - Social CRM. Here is why.

Adam Metz provides a comprehensive, well through out, and well-presented view of as much of the totality of social media, CRM and marketing as anyone.

Metz provides a simple and descriptive way to think about social CRM. Companies need to recognize that the customer is no longer just a customer but a `social customer' with different needs, ideas and wants. Your brand, product, or service is no longer just that - rather you want it to become a social object. A social object is something that people look at, discuss, and pass from person to person, put their stamp on. These simple ideas are powerful in changing the way you think about social media, branding, marketing building and CRM.

This book is more like a downloaded website on Social Customers and Social CRM than it is a book. It has a heavy focus on implementation decisions and realities rather than trying to make an executive argument about Social CRM. This is a treatment we desperately need to create value from Social CRM.

The table of contents provides the best illustration of the coverage of this book. I found these chapters break into three distinct sections which I have described below:

These first four chapters constitute the firs part of the book that lays out the concepts and argument for Social CRM.
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3 of 3 people found the following review helpful By Stuart McFaul on December 13, 2011
Format: Hardcover Verified Purchase
Other reviewers have written very thoughtful and incisive observations about Adam's terrific book; I agree with them all, especially with the notation that this is a "Bible for Social CRM." It really should be on every social media practitioner's desk, from junior to senior. The "acid test" for the book (for me) has been the reaction of the three people to whom I've given a copy (yes, I'm that impressed); all three of these folks are experienced social media consultants. Their response? "I'd love to give this to my clients so they could understand the value we're bringing to them." "This reminds me of all the things we could -- and should -- be doing." and (my favorite): "This is the book I wish I'd written if I had one damn minute and was that smart." My carry-away? If you're not a social media consultant, read it to understand what social media can do for you; if you are a consultant, give one to your clients... it'll make you look smarter.
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1 of 1 people found the following review helpful By Lace on November 10, 2011
Format: Hardcover
We were primarily curious what Adam had to offer our clientele and the legal industry at large. Could his book of DYI knowledge be of any value to law firms who are struggling to understand not only digital marketing, but also social media marketing?

The answer we found was YES!

Though it is written to assit many of the big-wig companies, we are confident it will prove to be valuable for even sole practitioners in the legal industry or small firms with one to five attorneys. Adam's book is written in a manner that is clear, articulate, and easy for any reader to put into action. He outlines every problem you've come to stumble across in developing a social media strategy. He makes an extremely compelling case for the use of social CRM systems and provides easy to execute strategies & the tools lawyers need to engage with their social customers. More so, Adam challenges every reader to research and identify their customers better; in a more realistic way.

Our favorite part of Adam's new book? He gives readers more. Throughout the book you'll find words blocked in a text, indicating a valuable downloadable resource is available for FREE directly from his website using the exclusive code. These include: whitepapers, presentations, videos, mp3's, conference ticket discounts, etc. We counted 45 (well, our intern did) so there's probably more like 50! Just kidding.

Adam's new book, The Social Customer, answers these questions and more:

How do we monetize social media in an industry that's having a challenging time, like the legal industry?

How do you we quantitatively measure our success on the social web, or track social customer data?

What legal issues should law firms be concerned with when using social media?

We recommend Adam's book to many of our clients looking to improve their interaction and engagement with their clients.
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1 of 1 people found the following review helpful By Sylvia Wadlington on October 23, 2011
Format: Hardcover
The Social Customer by Adam Metz is an intriguing little book about changing your product into a social object and transforming your customer into a collaborator with the loyalty of a Giant's fan, that will happily help spread the word for you among their social set. The social customer is not just a customer; they are also a sales tool. This book is about forming a new kind of customer relationship that can increase and hold market share using this tool.
Pre World Wide Web marketing was all about selling to the masses. Internet sales are all about marketing to masses of individuals, and sometimes these tuned in customers can save companies a bundle on R&D because some of them may know more about your product from using it, then you do from selling it, and so do their friends on Twitter and Facebook. Social customers tend to be interactive customers, and can tell you things you would have never guessed in a million years about your product. By monitoring the social customer you can also get valuable heads up when a disaster is on the horizon. This book tells you how.
Building brand loyalty doesn't work the same when your customers no longer always come to a bright shiny building, with lots of helpful people. Clients on the net either can't find what they want in the stores, (do you have this one in blue, size EEE?) or they don't have time to tear apart the town to see if it even exists. They have too much on their plate to waste time looking around to see if the style they like exists somewhere in their size, they are more likely to email friends or send out tweets.
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