Clear guidelines to help small businesses establish online strategies and achieve goalsConsumer-centric organizations know that social media can be used to engage with customers, leading to increased satisfaction and the acquisition of new customers through the power of viral marketing—yet relatively few firms are doing it well. With Face2Face, David Lee King (Designing the Digital Experience) presents a practical guide for any organization that aspires to create direct, deep, rewarding relationships with its patrons and prospects. Going far beyond Facebook and Twitter, King demonstrates how a range of Web 2.0 tools and techniques can be used to start and sustain conversations and humanize the organization in the eyes of those it seeks to serve. He suggests ways to connect with customers using photos and video, communities and networks, and specific tools such as blogs and location services. He uses real-world examples to illustrate the do’s and don’ts of responding to criticism, and explains why and how listening, tone, human-centered site design, and measuring results are all critical components of any customer engagement strategy.
Reviews"A fresh take on Web usability, with the customer experience firmly in mind." —Stephanie Weaver, Creating Great Visitor Experiences
Author BiographyDavid Lee King is the digital branch manager at the Topeka & Shawnee County Public Library and is the author of Designing the Digital Experience: How to Use Experience Design Tools and Techniques. He lives in Topeka, Kansas.