Should You Ask a Lot of Questions?

Entenmann’s is a baked goods company that started in Brooklyn, New York, around the turn of the twentieth century. The company has since grown to become a national brand, and it has created and discontinued tons of products over the years. It has a passionate fan base, whose loyalties sometimes lie with a specific tasty treat rather than with the brand itself.

Several years ago, an Entenmann’s fan asked, “Why won’t you bring back the Banana Crumb Cake?” on the Entenmann’s Facebook wall. He posted this same question three times in one day. He was so distressed about the Banana Crumb Cake being discontinued, ...

Get Likeable Social Media, Third Edition: How To Delight Your Customers, Create an Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter, 3rd Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.