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Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Paperback – March 15, 2011

4.2 out of 5 stars 61 customer reviews

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  • Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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Editorial Reviews

From the Inside Flap

Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs—creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages.

However, use of the tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing and service efforts.

With Engage! as your guide, you can effectively compete in this new era of digital Darwinism while engendering the support of online champions. Social and participatory media significantly contribute to the success of every modern business, and with this book, you will find out how to:

  • Create a space in the online ecosystem that truly represents your business and cultivates your customers' loyalty and trust

  • Participate in the unique culture of each available social media platform to engage your customers

  • Establish an organizational structure that constantly targets the next new media trend

  • Attract online champions and change agents who will uncover the social networks you need to reach and the influencers who will help build your reputation in the networked world

  • Consistently adapt your company to market needs and trends based on the invaluable connections you forge and the empathy and insight you garner in the process

There are thousands of customers waiting to hear from you about your business and vision. It's the minimum ante to create a vibrant and loyal online community. When you engage, you will build an authoritative social network that increases your visibility, relevance, influence, and profitability. It's time to Engage! --This text refers to the Unknown Binding edition.

From the Back Cover

The ultimate guide to branding and building your business in the era of the Social Web

"The road from where you are to your business' future is neither paved nor marked. It's yours to discover, and this book is your compass to leadership."
Peter Guber, CEO, Mandalay Entertainment Group

"Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's difficult for customers to connect with your brand. The concepts from this book can help your brand engage in a way that inspires communities to extend your message, promise, and reach."
Tony Hsieh, CEO, Zappos.com

Social media has forever changed the way businesses and customers communicate and also the way customers make their decisions. With networks like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests and goals—creating communities that shape the perception of brands.

Engage! tells you how to reach customers where they go for information and how to build valuable relationships that will also shape the future of your business. This revised paperback edition, with a Foreword by Ashton Kutcher, dubbed "Mr. Social" by Fast Company magazine, describes the steps required for conceptualizing, implementing, managing, and measuring a social media program.

With this book, you will find out how to:

  • Create a welcoming online space that cultivates your customers' loyalty and trust

  • Attract online champions and influencers who will help build your reputation and increase attention

  • Understand and adapt to market needs based on the insights you gain from engagement

  • Measure your success and ROI

Your customers are waiting to hear from you.

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Help for Your Marketing & PR Strategy
Read excerpts (PDF) from five top social media and marketing books to kick start your marketing and PR strategy: The New Rules of Marketing & PR, Content Rules, Inbound Marketing, UnMarketing, and The End of Business as Usual.

Product Details

  • Paperback: 336 pages
  • Publisher: Wiley; 1 edition (March 15, 2011)
  • Language: English
  • ISBN-10: 1118003764
  • ISBN-13: 978-1118003763
  • Product Dimensions: 6 x 0.9 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (61 customer reviews)
  • Amazon Best Sellers Rank: #365,976 in Books (See Top 100 in Books)

More About the Author

Brian Solis is globally recognized as one of the most prominent thought leaders in business innovation. As a digital analyst, anthropologist, and futurist, he studies disruptive technology and its impact on business and society. More so, through his research reports, articles and books, he humanizes technology's causal effect to help people see people differently and understand what to do about it.

Brian has authored several bestselling books including What's the Future of Business (WTF), Engage!, and The End of Business as Usual.

His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing. He also actively contributes to Forbes, MarketWatch and AdAge.

Customer Reviews

Top Customer Reviews

Format: Paperback
I am driven by mental anguish to write this, my first review, because this book is terrible, really wretched, and it's assigned reading for a class. First of all, it is almost impossible to decipher as the author enthusiastically mixes metaphors, jargon and run-on sentences in his text. Here is a sample: "The listening that identifies relevant dialogue online and the transparency that facilitates authentic conversations by being humanly accessible is not the formula for sparking relationships that create communities that help spread our messages virally." I think the author is trying to say that listening and transparency are critical in creating online communities that will become loyal to a brand and communicate with social networks about that brand. However, he gets so lost in his own prose that it seems he is intimating the exact opposite.

Secondly, the author writes like a used car salesman selling a lemon. I am not saying the messages are bad, but the tone used to relate them is far too infomercial-like, and apocalyptic, as another commenter has said. "Engage or die?" Please.

I am lost in the maze of words piled upon words nonsensically, such as: "The essence and usefulness of each important and distinct word is slowly migrating into a hollow of obsolescence...." How many monkeys at how many typewriters were used to generate this?

So, my questions are: Who wrote the 5-star reviews? Did they actually read the book? One person said they use it like a textbook and underlined important passages. Will I get to that part soon? I am on chapter 3 and just about drowning in the overwritten, overwrought, self-congratulatory prose.

DO NOT BUY THIS BOOK.
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Format: Hardcover Verified Purchase
The book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.
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Format: Hardcover
Much like the de rigueur necessity of having a website a decade ago, it has become increasingly apparent that any company looking to establish a direct connection with their consumers now needs to have a social marketing strategy as well. Yet, with a daily growing array of platforms and tools now available to accomplish such goals, the choices and strategies needed to achieve such relationships can often seem overwhelming at best.

With a surfeit of so-called social marketing `experts' now in the marketplace, how can a brand be sure they are getting the best advice and a full understanding of the expanding number of options available to accomplish this mission? Enter Brian Solis. In recent years, Solis has emerged as one of the foremost experts on social marketing. His new book, `Engage! The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web,' offers a truly comprehensive guide to managing a company's online brand awareness and customer interaction that is second to none.

Solis opens the kimono on everything from establishing a company's initial messaging goals and approach to a deep dig into the tools and platforms currently available to facilitate and evaluate the success of an effective social media campaign. While admitting various brands have different needs, Solis lays out his program like a college curriculum offering fourteen chapters that create the rubric for `The New Media University: 101 to MBA.
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Format: Hardcover Verified Purchase
"Perhaps the biggest mistakes committed by businesses, personalities, and brands in social media occur when people jump into social networks blindly without establishing guidelines, a plan of action, a sense of what people are seeking and how and why they communicated, an understanding of where people are congregating, a definition of what they represent and how they will personify the brand online, and the goals, objectives, and metrics associated with participation." Albeit fairly late in the book, this sentence sums up the purpose of Brian Solis in Engage! One more book about Social Media, sure; but this one is one of the best written. It's almost reassuring to read sentences that exceed 140 characters (or twenty words), and, while you can find all the trendy buzzwords and expressions on virtually every page, the author authentically tries to assist social media managers as they transition from the broadcasting age to the intricacies of a new form of netcasting architecture where both users and corporations exchange "social objects." How well or efficiently can they do so? This book provides social media managers with the background knowledge and practical notions that they can leverage to design a consistent strategy.

The first half of the book surveys the world of social media in general, describing all the aspects of social interactions and their impact on corporate marketing and communication, as well as customer service departments. Traditional marketing schemas have irreversibly imploded under the pressure of a crowd represented in a "conversation prism" that factors in behavioral guidelines implicitly or explicitly set by the multiple socialization channels. So marketers must listen. What can they do with so much information?
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