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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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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.
Top Customer Reviews
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.Read more ›
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.
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.Read more ›
Most Recent Customer Reviews
Really amazing easy to read / understand book. I recommend it to every one that is looking for CRM knowledge.Published on November 2, 2013 by Salvador G.
This book was good but not the most engaging. But it did come in great condition and got the job done.Published on June 24, 2013 by WearaTiara
I just finished reading The Social Customer by Adam Metz--long after I intended to. I am teaching a digital marketing elective this summer and wanted to have this in my toolkit. Read morePublished on May 8, 2012 by Karen & Aneil Mishra
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... Read morePublished on November 10, 2011 by Lace
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... Read morePublished on October 27, 2011 by DSL
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... Read morePublished on October 23, 2011 by Sylvia Wadlington