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The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers Hardcover – August 16, 2011


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Frequently Bought Together

The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers + CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers (Unknown Series) + The CRM Handbook: A Business Guide to Customer Relationship Management
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Product Details

  • Hardcover: 304 pages
  • Publisher: McGraw-Hill; 1 edition (August 16, 2011)
  • Language: English
  • ISBN-10: 0071759182
  • ISBN-13: 978-0071759182
  • Product Dimensions: 1.1 x 6.2 x 9 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: #826,337 in Books (See Top 100 in Books)

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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Customer Reviews

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See all 12 customer reviews
I recommend it to every one that is looking for CRM knowledge.
Salvador G.
Adam's book is written in a manner that is clear, articulate, and easy for any reader to put into action.
Lace
The table of contents provides the best illustration of the coverage of this book.
Mark P. McDonald

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Mark P. McDonald TOP 1000 REVIEWERVINE 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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2 of 2 people found the following review helpful By David Challacomb on December 13, 2011
Format: Hardcover Verified Purchase
This is a well written book discussing aspects of marketing that are new and changing. It is relevant to big business, and more importantly to government and education. I hope the ideas presented will be appreciated and put into practice by a wide audience.
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1 of 1 people found the following review helpful By Salvador G. on November 2, 2013
Format: Hardcover Verified Purchase
Really amazing easy to read / understand book. I recommend it to every one that is looking for CRM knowledge.
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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 DSL on October 27, 2011
Format: Hardcover
Adam Metz has outdone himself in what should be called the Social CRM Bible. He not only provided us with his insight into Social CRM, but smartly combed the universe of authors and experts pulling together the must-have book for any Social CRM professional, or wannabe. His book will take you through a thoughtful dialogue of the current state of Social CRM through real-world applications with case studies and quotes from companies and his clients, top leading brands. The Social Customer is one of those books that I use as a reference tool and keep in my office to have at hand prior to or after talking with clients. If you don't have a copy of this book on your desk, you don't do Social CRM.
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