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Likeable Social Media, Revised and Expanded: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More, 2nd Edition by Meg Riedinger, Mallorie Rosenbluth, Carrie Kerpen, Dave Kerpen

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CHAPTER 8

Be Authentic

“Thank you for calling us. This is your customer care advocate, how can I be of service to you today?” you hear on the opposite end of the line.

“Great,” you think. “This sounds like someone who can help me.”

“I’d like to dispute part of my bill that I don’t understand,” you reply.

“Account number, please,” the customer care advocate responds. Though you entered that number into your phone keypad just moments ago when you first called, you proceed to give the representative the information anyhow.

“I’m sorry,” the customer care advocate replies. “There’s nothing I can do about that problem. You’ll have to speak with the ...

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