Using Social Media to Consistently Deliver Surprise and Delight

By Dave Kerpen (An Excerpt from Likeable Social Media Chapter 17)

I was at a business conference a few months ago, tweeting some of the things I was learning throughout, as I always do. One of the speakers recommended the book Built to Last, by Jim Collins, as a must-read. I had heard of it before, and I wanted to remember to buy it while also sharing some of the speaker’s wisdom, so I tweeted, “Recommended Biz Book: Built to Last. Anyone read it?”

I got a few responses, but my favorite was from Jesse Landry, someone who was following me on Twitter, who I’d never met, who responded, “jlandry23 I'd be happy to overnight my copy to you if you do not have a copy already.” 

Not “great book, Dave, you should check it out” or even “I’d be happy to loan that to you.” He offered to overnight it to me. I was immediately “wow”-ed. I responded that I certainly didn’t need it sent overnight, but that sure, thanks, I would take it, and I gave him my address. Of course, he still overnighted it to me. Double WOW.

I looked at Jesse’s profile and found out he was a consultant for Administaff, a company which provides human resources support for small to medium sized businesses. Jesse didn’t pitch me on ever working with him. If he had, I probably would have said, “Thanks, but no thanks” and assumed that he overnighted the book in order to win my business. Instead, I got excited to see what he did for a living, investigate his company, and determine if he could provide services that I might need some day.

Jesse sent me the book “just because,” and received nothing directly in return. As it turns out of course, now, months later, I am exploring the potential of outsourcing Likeable Media’s human resources. Naturally, I’ve turned to Jesse and Administaff perhaps to help solve my problem. But Jesse had no way of knowing I would consider using his services when he sent me the book. He just sent it.

If you can a figure out ways to do little things for your customers and your online communities, to surprise and delight them, to provide unexpected value, or to add a smile to an individual consumer’s face, you will always stand out, be remembered, and win the community’s business. If it was important to be remarkable before the age of online social media, it’s essential to stand out today, where word can spread lightning-fast.

How can you be remarkable on social networks? Share in the comments section below!

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