Dave Kerpen – Likeable Social Media: Book Review & Audio Summary

Book Info

• Book name: Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on All Social Networks That Matter
• Author: Dave Kerpen
• Genre: Business & Economics, Self-Help & Personal Development
• Pages: 272
• Published Year: 2011
• Publisher: John Wiley & Sons
• Language: English

Audio Summary

Synopsis

In Likeable Social Media, entrepreneur Dave Kerpen transforms the intimidating world of social media marketing into an accessible roadmap for business success. Drawing from his experience as founder of Likeable Media, Kerpen demonstrates how companies can leverage platforms like Facebook, Twitter, and Instagram to build genuine customer relationships. Through practical examples and clear strategies, he shows that social media isn’t just about broadcasting messages—it’s about listening, engaging, and creating authentic connections. From micro-targeting specific audiences to turning customer complaints into opportunities, this book provides actionable insights for businesses looking to thrive in the digital age while maintaining the personal touch that built successful companies in the first place.

Key Takeaways

• Always be listening to your customers on social media—monitoring conversations provides invaluable insights and helps you address issues before they become viral disasters
• Use Facebook’s micro-targeting tools to reach your exact audience, making advertising more efficient and cost-effective than traditional media
• Create engaging, two-way conversations on social media rather than just broadcasting promotional messages—ask questions and foster genuine interactions
• Respond quickly to customer concerns on social platforms to turn potential PR nightmares into opportunities for exceptional service
• Build your social media presence by offering value and incentives that encourage people to like, follow, and engage with your brand

My Summary

Why Social Media Changed Everything for Business

I’ll be honest—when I first picked up Dave Kerpen’s Likeable Social Media, I was skeptical. Another social media marketing book? Haven’t we heard it all before? But what struck me immediately was Kerpen’s genuine understanding that social media isn’t just a new advertising channel—it’s fundamentally changed how businesses must think about customer relationships.

Published in 2011, this book arrived at a pivotal moment when businesses were still figuring out whether Facebook and Twitter were passing fads or essential tools. Over a decade later, Kerpen’s insights remain remarkably relevant, even as the specific platforms have evolved. His core message transcends any single social network: authenticity and listening matter more than ever.

What I appreciate most about Kerpen’s approach is that he doesn’t pretend social media marketing is rocket science. He breaks it down into understandable principles that any business—from a local coffee shop to a Fortune 500 company—can implement. His background as founder of Likeable Media gives him credibility, but it’s his storytelling and practical examples that make this book genuinely useful.

The Revolutionary Power of Listening

Kerpen opens with one of the most compelling arguments I’ve encountered in any marketing book: businesses must become better listeners. He illustrates this with a scenario we’ve all experienced—getting terrible customer service and venting about it on social media. The question he poses is simple but profound: will your company be ready to respond, or will you let a small complaint snowball into a PR disaster?

This emphasis on listening represents a fundamental shift from traditional marketing. In the pre-internet era, gathering customer feedback was expensive and time-consuming. Companies conducted focus groups, mailed surveys, and hired market research firms. The process was slow, costly, and often yielded outdated information by the time it was analyzed.

Social media demolished those barriers. Now, customers freely share their opinions, frustrations, and desires in real-time. They tell you what they love about your products and what drives them crazy. They discuss your competitors openly. They even generate ideas for new products or services you should offer.

The challenge isn’t accessing this information—it’s developing systems to capture and act on it. Kerpen introduces IBM’s “Listening for Leads” program as a prime example. IBM created a dedicated team of “Seekers” who constantly monitor social media for sales opportunities. When someone mentions their server is dying or they need new software solutions, IBM representatives can reach out immediately with relevant suggestions.

Implementing a Listening Strategy

What I found particularly valuable was Kerpen’s practical advice for implementing a listening strategy. You don’t need IBM’s resources to start. Begin by searching social media platforms for key terms: your company name, competitor names, product categories, and common industry phrases. Set up Google Alerts for these terms. Use free or low-cost social media monitoring tools.

The insights you’ll gain are invaluable. You’ll discover which products resonate with customers and which fall flat. You’ll identify pain points in your customer experience. You’ll catch negative stories before they spread. And you’ll find unexpected opportunities to engage with potential customers who are actively looking for solutions you provide.

In my own work reviewing books and engaging with readers, I’ve found this principle incredibly powerful. By monitoring conversations about books, reading habits, and specific authors, I can better understand what content my audience actually wants. It’s not about stalking people—it’s about being genuinely interested in the conversations happening in your space.

Facebook’s Micro-Targeting Revolution

One of my favorite stories from the book involves Kerpen himself. While attending a conference in Austin, Texas, he missed his wife Carrie back in New York. So he bought a Facebook ad with a simple message: “I love you and miss you, Carrie.” But here’s the genius part—he used Facebook’s targeting tools to ensure only one person would see it: a 31-year-old married female employee of Likeable Media living in New York City.

This anecdote perfectly illustrates the revolutionary nature of social media advertising. Before the internet, reaching a specific audience required broad, expensive campaigns. A women’s fashion brand could advertise in women’s magazines, but they’d pay to reach millions of readers when only a small fraction were potential customers.

Facebook changed the game entirely. Now businesses can target ads with incredible precision based on age, location, interests, behaviors, education, job titles, relationship status, and dozens of other factors. A senior wellness company can reach only people over 60 interested in fitness and health. A sports bar can target young adults who list football and beer as interests.

The Economics of Precision Targeting

The economic implications are staggering. Small businesses that could never afford traditional advertising campaigns can now reach their ideal customers for a few dollars a day. A local yoga studio can target women aged 25-45 within a five-mile radius who are interested in wellness and meditation. A B2B software company can reach decision-makers with specific job titles at companies of a certain size.

This democratization of advertising levels the playing field. You don’t need a Madison Avenue agency or a million-dollar budget. You need to understand your target audience and craft messages that resonate with them. Kerpen emphasizes that the key is specificity—the more precisely you can define your ideal customer, the more effective your advertising becomes.

What strikes me about this approach is how it aligns with broader trends in consumer behavior. People are tired of irrelevant advertising. We’ve developed banner blindness and ad fatigue. But when an advertisement genuinely speaks to our needs and interests, we pay attention. Micro-targeting makes this possible at scale.

Building Community Through Engagement

Beyond advertising, Kerpen emphasizes building organic reach through page likes and genuine engagement. When people like your business’s Facebook page, your posts appear in their news feeds, creating a direct communication channel. But earning those likes requires offering value.

Kerpen’s advice here is straightforward: ask people to like your page, and give them reasons to do so. Mention your social media presence in every customer interaction—on receipts, in emails, on packaging, in stores. Offer incentives like exclusive discounts, early access to sales, or special content for followers.

But getting likes is just the beginning. The real magic happens through engagement. Facebook’s algorithm prioritizes content that generates interaction—likes, comments, shares. Posts that sit ignored quickly disappear from news feeds. This creates both a challenge and an opportunity.

Creating Conversation, Not Broadcasting

The challenge is that you can’t just broadcast promotional messages and expect results. The opportunity is that fostering genuine two-way communication builds stronger customer relationships than traditional advertising ever could.

Kerpen suggests several strategies for increasing engagement. Ask questions that invite responses. Share stories that resonate emotionally. Create content that people want to share with friends. Start discussions about topics your audience cares about, even if they’re not directly related to your products.

This philosophy represents a fundamental shift in how businesses think about marketing. Traditional advertising was a monologue—companies talked at customers through commercials, print ads, and billboards. Social media transforms marketing into a dialogue. The businesses that thrive are those that embrace this conversational approach.

I’ve seen this principle play out in my own work at Books4soul.com. When I simply announce new book reviews, engagement is modest. But when I ask readers questions—”What book changed your life?” or “Which author do you think is underrated?”—the responses pour in. People want to share their opinions and connect with others who share their interests.

The Human Side of Digital Marketing

What I appreciate most about Kerpen’s approach is his insistence on maintaining humanity in digital marketing. Social media can feel impersonal and transactional, but it doesn’t have to be. The most successful brands on social media are those that feel authentic and relatable.

This requires a mindset shift for many businesses. Corporate communications have traditionally been formal, carefully vetted, and risk-averse. Social media demands a more casual, responsive, and personality-driven approach. This can be uncomfortable for companies used to controlling their message.

But the rewards are substantial. When customers feel they’re interacting with real people rather than corporate robots, they develop genuine affinity for brands. They become advocates who recommend products to friends. They give companies the benefit of the doubt when problems arise. They participate in building brand communities.

Responding to Criticism Publicly

Kerpen emphasizes the importance of responding to criticism quickly and publicly on social media. This might seem counterintuitive—why draw attention to complaints? But addressing issues transparently demonstrates that you care about customer satisfaction and are willing to make things right.

Consider the insurance company example from the opening of the book. When a frustrated customer tweets about terrible service, ignoring the complaint doesn’t make it go away—it just allows negative sentiment to spread. But responding quickly and helpfully can transform the situation. The customer feels heard and valued. Other people watching see that your company takes complaints seriously. A potential PR disaster becomes an opportunity to showcase excellent customer service.

This approach requires both systems and culture changes. Companies need monitoring tools to catch complaints quickly. They need empowered social media teams who can respond without navigating layers of bureaucracy. And they need leadership that understands public problem-solving is more effective than hiding issues.

Practical Applications for Different Business Types

One aspect I wish Kerpen had expanded on more is how these principles apply differently across business types. A local restaurant faces different social media challenges than a software company or a professional services firm. Let me share some thoughts on practical applications:

For Local Businesses

Restaurants, retail shops, and service providers can use social media to build community connections. Share behind-the-scenes content showing your team and processes. Highlight regular customers (with permission). Promote events and specials. Use location-based targeting to reach people nearby. Encourage check-ins and user-generated content through incentives.

For E-commerce Businesses

Online retailers can showcase products creatively through lifestyle photography and videos. Feature customer testimonials and reviews. Create shoppable posts that reduce friction between discovery and purchase. Use retargeting to reach people who viewed products but didn’t buy. Build community around your brand values, not just products.

For B2B Companies

Business-to-business companies can establish thought leadership by sharing industry insights and analysis. Use LinkedIn extensively to reach decision-makers. Create valuable content that addresses customer pain points. Engage in industry discussions and groups. Showcase case studies and customer success stories.

For Content Creators and Personal Brands

Authors, bloggers, and creators can use social media to build direct relationships with audiences. Share your creative process. Ask for input on projects. Create exclusive content for followers. Build community among your audience members, not just between you and them.

The Book’s Strengths and Limitations

Kerpen’s greatest strength is making social media marketing accessible and actionable. He avoids jargon and theory in favor of practical examples and clear strategies. His writing style is conversational and engaging—you feel like you’re getting advice from a knowledgeable friend rather than being lectured by a consultant.

The book’s emphasis on authenticity and listening sets it apart from more tactical social media guides. While specific platform features change constantly, these underlying principles remain relevant. A business that truly listens to customers and engages authentically will succeed regardless of whether the dominant platform is Facebook, Instagram, TikTok, or something that hasn’t been invented yet.

Where the Book Shows Its Age

That said, the book does show its age in some ways. Published in 2011, it focuses heavily on Facebook and Twitter while barely mentioning Instagram, which launched in 2010. TikTok, Snapchat, and other platforms that are now crucial for reaching certain demographics didn’t exist or weren’t yet significant.

Some of the specific tactical advice about Facebook features is outdated. The platform has changed dramatically over the past decade, with organic reach declining significantly and the algorithm becoming more complex. What worked in 2011 doesn’t necessarily work today.

I also found the book somewhat light on addressing the challenges and ethical considerations of social media marketing. Issues like privacy concerns, data usage, and the potential for manipulation through micro-targeting deserve more attention. The social media landscape has become more complex and fraught since 2011.

Comparing Likeable Social Media to Other Marketing Books

How does Kerpen’s book stack up against other social media marketing guides? I’d say it occupies a sweet spot between high-level philosophy and tactical how-to guides.

Compared to Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook,” Kerpen is less aggressive and more focused on building relationships than making sales. Vaynerchuk’s approach is about giving value repeatedly before asking for anything in return. Kerpen shares this philosophy but emphasizes listening and responsiveness more.

Against Jay Baer’s “Youtility,” which advocates making your marketing so useful people would pay for it, Kerpen is more balanced. He doesn’t insist every piece of content must provide tremendous value—sometimes it’s okay to just be entertaining or conversational.

Compared to more recent books like “Superfans” by Pat Flynn, Kerpen is less focused on building intense community and more on practical business applications. Flynn goes deeper into creating true advocates, while Kerpen provides broader coverage of social media strategy.

Questions Worth Considering

As I finished reading Likeable Social Media, several questions stuck with me. How do we balance the power of micro-targeting with respect for privacy? As platforms become more sophisticated at capturing and using personal data, where should businesses draw ethical lines?

Another question: How do we maintain authenticity at scale? Kerpen’s advice works brilliantly for small businesses where the owner can personally manage social media. But as companies grow, how do they preserve that personal touch while managing hundreds or thousands of customer interactions daily?

I’m also curious about the long-term sustainability of social media marketing as platforms become more pay-to-play. Organic reach has declined dramatically on most platforms since 2011. Does that fundamentally change Kerpen’s advice, or do the underlying principles still apply?

Why This Book Still Matters

Despite being over a decade old, Likeable Social Media remains valuable because it focuses on timeless principles rather than fleeting tactics. Yes, specific features and platforms have changed, but the core ideas—listen to customers, engage authentically, target precisely, respond quickly—are more relevant than ever.

In fact, as social media has matured and become more commercialized, Kerpen’s emphasis on authenticity and genuine engagement has become even more important. Consumers are increasingly skeptical of corporate social media presence. They can spot inauthenticity immediately. The businesses that succeed are those that embrace the conversational, human approach Kerpen advocates.

For anyone new to social media marketing, this book provides an excellent foundation. For experienced marketers, it serves as a useful reminder of first principles that can get lost amid the constant chase for the latest growth hacks and algorithm tricks.

Final Thoughts from Books4soul

Reading Likeable Social Media reminded me why I started Books4soul.com in the first place—to create genuine connections with readers around our shared love of books. The principles Kerpen outlines apply whether you’re selling insurance, running a restaurant, or writing about literature.

What matters most isn’t which platform you use or how sophisticated your targeting becomes. It’s whether you’re genuinely interested in your customers, willing to listen to them, and committed to building real relationships rather than just making transactions.

I’d love to hear your experiences with social media marketing. Have you found success building your business or personal brand on social platforms? What strategies have worked for you? What challenges have you faced? Drop a comment below and let’s continue this conversation. After all, that’s what social media—and this blog—is all about.