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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
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Based on seven years of reporting from over a dozen countries, writer Tom Wainwright takes you on an extraordinary journey into the business of being a drug lord. Learn more.
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From the Inside Flap
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 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.
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.
More About the Author
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.
Top Customer Reviews
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.
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.Read more ›
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?Read more ›
Most Recent Customer Reviews
This book was very insightful. You made it very easy to read and find information.Published 2 months ago by Amazon Customer
This book was required for one of my graduate school courses on Social Media - Special Topic in Communication. I will be short and sweet with my review. Read morePublished 2 months ago by Amazon Customer
I purchased this book for a social media management course. Engage is kind of a book about nothing. It was not helpful to me with any of the course material and I'm not very sure... Read morePublished 2 months ago by Kate Jones
Marketing book about harnessing online media to build and spread your brand. How to avoid pitfalls and best practices for social media marketing. Some solid real life examples.Published 2 months ago by Greg Silas
Again Brian Solis knows what he was talking about and the book still very actual, I strongly recommend any of Brian books.Published 21 months ago by Ricardo SG
Insightful, written with convection, and incredibly useful. Rather than simply preaching the value of social media, Brian provides evidence through examples combined specific... Read morePublished 23 months ago by Francisco
if you are trying to stay sharp on how to engage with customers/clients/prospects this will be a good read.
Some will be repetition but you will walk away with a few nuggets.