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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

4.5 out of 5 stars 12 customer reviews

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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: #1,437,025 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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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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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Format: Kindle Edition Verified Purchase
Excellent, clear book with very actionable information. Also very clear direction. I'm sure the other book by Paul Greenberg (CRM at the Speed of Light 2009) is an excellent book as well for its target market (of CRM practitioners) but for CRM beginners like me (despite being an experienced social media marketing practitioner), I found the Greenberg book very difficult to understand with its CRM jargon; and didn't know what to do with his mentions of different software companies (it made me even more lost and confused); although eventually I got it in the end.

With Metz' book, however, I got and understood everything straight away and even *feel* like a CRM expert now! (Of course, I can't claim to be one after just reading the book!).

However, it could also be that I understood Metz quicker because I had already read Greenberg's book and was therefore already "pre-educated" by Greenberg before reading Metz. (So perhaps I found Greenberg more confusing because I was still a 'virgin' in CRM). Both are good books and I recommend this book as well as Greenberg's CRM at the Speed of Light.
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Format: Hardcover Verified Purchase
I bought this book on Amazon with some reluctance because I read so many valid Social Media Marketing/Content Strategy/Listening/Etc books and I was not sure what more this Author could add. The word that got me hooked to buy was "customer." Let me say that I DO NOT regret purchasing this book. It is a terrific read filled with information that is actionable and different from other books. Yes, the required social media consultant slogans are there "you do not own the conversation" "you must be comfortable with consumers speaking back" "deal with it or perish", "if only ____ company would have checked with their community, _____ disaster would have been avoided."
The book's value is in it's mature approach to defining real costs associated with social media. It is not free. It outlines the importance of using dashboards and suggests how and even recommends a few. Yes they are the mainstream ones, but they are mainstream because they are good. And you need one. I especially liked the fact that Metz exposes the importance of owning the data which you can't do on a Facebook page.
So why only 3 stars?
Because the book promises: "Readers we did something really cool in this book. In a few dozen places, there are words in the text that are outlined LIKE THIS. To download the bonus content -- cool stuff like whitepapers, presentations, videos, mp3s or even conference ticket discounts -- just go to our website and look for the MetzBox." quoted from Introduction Page xxi
But there is no Metz Box. There is no bonus content. There is only the highlighted text in the book. There is also a references in the text to material that you will never get to see or be able to download.
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