Likeable Social Media summary

In March 2009, Dave Kerpen, founder of Likeable Media, was far from home at a media conference in Austin, Texas. One night, while resting at his hotel, he decided to tell his wife and business partner how much he missed her. So, he bought an ad on Facebook.

Obviously, Kerpen’s message of “I love you and miss you Carrie” had a target audience of one. So, how did he make sure his ad reached the right eyes? He used Facebook’s micro-targeting features to show the spot to only a very specific demographic – that is, 31-year-old, married, female employees of Likeable Media living in New York City.

Think back to your college days. What were your favorite classes like? Were they the ones held in a large, impersonal auditorium? You know, the ones where the professor droned on and on from a lone, distant podium. Or did you prefer the small, intimate seminars where students and teachers alike could discuss issues like peers?

Most people prefer the latter. Sure, the big lectures made it easy to snooze in the back row, but you probably learned more, and had a better time, in the smaller setting.

A few years ago, a man woke up with a burning desire, a desire for Entenmann’s Banana Crumb Cake. Yet, to his horror, he couldn’t find it at any store. The pastry had been discontinued. Hungry and distraught, he took to the internet.

Every day, he posted on Entenmann’s Facebook page, asking the company to resume Banana Cake production. At first, it was reluctant to engage with him. But, finally, it made a deal. It would post a poll. If a thousand people voted in favor of more cake, it would resume producing the confection.

Every love story is unique, but how many couples can say they tied the knot at home plate? At least one. Before they started Likeable Media, the author and his wife were busy planning their wedding. Since they’re both a bit showy, they decided to really swing for the fences and get married at a baseball game.

So, they contacted the minor league team the Brooklyn Cyclones and arranged to have a ceremony on the field after a game. They even got a few companies to help sponsor the lavish event.

It’s around noon and your stomach’s starting to rumble. You see an advertisement on Facebook for Dave’s Grill. The food looks tasty, so you decide to give it a shot. When you enter the restaurant, a sign tells you to like Dave’s Grill for a free appetizer. How could you say no?

After the meal, the server asks you to leave a review online. Thanks to the encouragement, you write a short post praising the food and ambiance. By the time you get home, your post has a response from the manager: “Glad you enjoyed the meal! Come back next time for free dessert.”

The author loves to tweet, especially at business conferences. While attending these events, he posts small updates about every little encounter that catches his attention. So, when a friend recommended he check out the book Built to Last, he noted the title and sent out a tweet: Has anyone else read it?

Almost immediately, he received a reply from an online follower. Despite being a stranger, the man offered to ship him a copy overnight, free or charge. Impressed and charmed, Kerpen accepted the offer. He also noted that the user ran a human resources consultancy. When it came time to expand Likable Media, this friendly stranger received Kerpen’s business.