by Guy Kawasaki
The process of creating a deep, delightful, mutually-beneficial and voluntary relationship with customers is called enchanting them. From Dale Carnegie to Robert Cialdini, people have explained how to make this happen, and now there’s another tool for you to use. They’re called simply Facebook Pages (often called “fan pages”), and there’s never been an online tool as powerful for enchanting customers.
1. Be likable
Have you ever been enchanted by someone you didn’t like? Probably not. Thus, the starting point of using Facebook fan pages is to personify likability. This means every update, comment, picture, and video must be positive and uplifting—they should be the equivalent of a beaming smile. The pressure is on: you cannot have bad days on Facebook. If you want to wage war or argue with someone, do it privately with messages, e-mail or a phone call, but not in a public place like your Wall.
2. Be trustworthy
People can like someone, but still not trust them. Think of, for example, Hollywood celebrities. At an extreme, you could like Charlie Sheen, but not trust him. The way to gain trustworthiness on Facebook is to accept that the burden is on you to trust others before they trust you. You should think like a baker, not like an eater. Eaters see the world as a zero-sum game: if others have a bigger slice of the pie, then they get a smaller piece. Bakers, on the other hand, make bigger or more pies.
Continues at: How To Use Facebook To Enchant Your Customers : Technology :: American Express OPEN Forum.
Check out Guy’s 1/1 Interview with PrintMediaCentr
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