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Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim Paperback – November 30, 2012
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"As Paul and Greg show with fascinating examples, customers complain because they care. You'll learn how to respond effectively and how you can grow your business in the process."
-David Meerman Scott, author, The New Rules of Marketing and PR
"This book gives you the tools to stave off disaster. Ignore it at your peril."
-Mike Moran, co-author, Search Engine Marketing, Inc.
"Don't wait until you're in the middle of a social media crisis. Read, learn, and train against the knowledge captured here to manage your risk now."
-Jeremiah Owyang, Altimeter Group
"If your organization hasn't been savaged in social media yet, it may well be tomorrow. Read Attack of the Customers and be prepared."
-Peter Buechler, Marketing Guy 2.1
"A must-read for marketers and client service managers."
-Brent Pohlman, Midwest Labs
"The style of writing is fluid and informative...and the book is a surprising page-turner."
-Christina Kerley, Marketing Strategist
"The most highly rated book in the class. The students found it to be very informative and timely."
From the Author
Companies no longer control their brands; their customers do. Customers make their opinions know on their blogs, in social networks and on dozens of peer review sites. Entire industries are being transformed as a result. This phenomenon will sweep through nearly every industry, B2C and B2B alike. Customer satisfaction will be the hallmark of the world's great companies.
Attack of the Customers is a warning, but also a how-to manual for success. Its horror stories ultimately point to practices companies can use to build customer-centric cultures that resist attack, promote customer engagement and ultimately create barriers to competition. The great companies of the future will be those that put customers first. Here's how to do that.
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Top Customer Reviews
On page 61, the authors reveal that in online attacks "the vast majority of incidents are driven by the victim's perception that a wrong has been done, the wrongdoer doesn't care about its constituents and the victim speaks for an aggrieved group that can't or won't speak for itself."
In Chapter 9 "An Ounce of Prevention" (page 131), the authors get specific about how you can truly listen. They identify four specific elements to watch for in Twitter that are signs of a developing attack.
I am impressed with the material of Chapter 10 "Handling an Attack." The authors advise on page 155: "Get your social assets in order" and they note: "Social media has made attack planning vastly more complex."
Finally, empower yourself by reading Chapter 11 "The Attack Resistant Organization" (page 171) in which the authors note "the best way to defend against attack: Build a loyal customer base that heads off attacks before they begin."
Get this book. Any business can benefit from being "attack savvy." Better yet, many times, you can turn an aggrieved customer into a loyal fan. And in social media, that means a lot!
- Tom Marcoux
The highlighted cases all reacted to attacks in different ways, giving a wide variety of practical examples and their results which indicate the potential reaction of consumers to each type of response. The language used by the authors is non-technical and non-judgemental, providing a clear and unbiased view of the pros and cons of each type of response. Many of the insights are counter-intuitive and could probably only be gained by bitter experience in the absence of this guide, so I would count this book an essential tool for anyone considering, or already involved with, a social media corporate platform.
The style of writing is fluid and informative, without sinking into dense intellectualism, and the book is a surprising page-turner. For anyone involved in the crafting of a social media policy for a corporate, this book is very timely and should help to avoid some of the lasting and damaging mistakes made by others.
I recommend it for its clear examples, carefully drawn conclusions and easy-to-follow advice.
Most Recent Customer Reviews
A good book with many study cases. Very useful to those learning about social media crisis and how to manage it.Published 26 days ago by Dian
Good characterization of the customers and prevent strategies. Most crm managers should read this as quick reference , should have included more case studiesPublished on June 8, 2014 by Ashish
If you are new to Social Media this is a "must read". If you have been participating in Social Media for quite some time this is a "must read". Read morePublished on February 17, 2014 by George W. Godfrey Jr.
I bought this book for a class thinking it was going to be a dull overview of social media attacks, but it was quite the page-turner! Read morePublished on January 10, 2014 by JD312
Fantastic read, especially helpful when trying to persuade out of touch corporate folk on how important social media really is.Published on November 17, 2013 by Joel D. Tandberg
This book is an excellent resource for those who may one day have to deal with the fallout from a public communications crisis involving their brand. Read morePublished on September 19, 2013 by The Marketing Guy Who Drives Sales -r
In Attack of the Customers, Paul Gillin (one of the most credible voices in social media) and co-author Greg Gianforte have produced a practical, hands-on book dealing with the... Read morePublished on September 8, 2013 by steven van yoder
Social media books tend to be very thin, either being too general in content or lacking any actionable information to remedy problems - I'm glad to say that Attack of the Customer... Read morePublished on August 8, 2013 by James Beswick