Foreword

Change is inevitable. Growth is optional. —John Maxwell

Author John Maxwell made this statement about the concept of leadership, but I believe that it is applicable in a variety of circumstances—including but not limited to social media.

When Dave first wrote this book in 2011, social media was in its infancy. Relatively uncrowded, brands were able to shine as they built and joined online groups of interest. They could organically become a part of the communities that they served. Built upon 18 seemingly simple principles, the book was revolutionary, and it was filled with success stories from businesses large and small. It soon became a staple on every marketer’s must-read list.

As I write this just three years later, the social media landscape has changed drastically. Social media is more fragmented, and new major networks like Vine, Pinterest, and Instagram are still emerging. Brands have become just part of a very noisy space. And the seismic shift of networks requiring a paid advertising strategy for brands in order to see success has been felt across the business world.

Who wasn’t surprised when, after spending time and effort to build a business’s Facebook page, you were expected to pay to reach those fans? The landscape is radically different than it once was.

And yet, despite all of those changes, Dave Kerpen’s evergreen principles remain true.

In this book, Dave applies his principles to current-day situations—case studies that move beyond Facebook and Twitter, for businesses of any size. He addresses how, even though the applications of these principles may have shifted, your social media strategy can and should be rooted in the concepts of listening, responding, and being authentic (to name a few).

As Dave’s wife and business partner, I’ve watched him walk the walk of Likeable Social Media. First, he used these strategies together with me at Likeable Media, focusing on crafting impactful strategies and execution for big brands. But for Dave, something was missing. He felt that small business owners needed help most of all—they hadn’t the time nor the energy to make social media work for them. He knew that he could have greater impact on the world by educating Main Street, as well as Wall Street. Through his books, he’s been able to break down the fear around social media marketing. He transforms high-level concepts into simple, actionable, results-oriented tips that benefit social media marketers at businesses large and small.

As you read this book, think about your own business and how well your social media work meets the core principles of likeability. With Dave Kerpen in your corner, you’re sure to improve your efforts and see great results.

—Carrie Kerpen

Cofounder and CEO

Likeable Media