11 of 12 people found the following review helpful
Engage by Brian Solis (Wiley),
This review is from: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (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.'
`Engage' reveals the best practices for establishing brand identity, reputation, rules of engagement and feedback, both through carefully planned corporate planning as well as through the use of tools ranging from social networks, widgets, feeds and more designed to facilitate the best messaging systems, listening devices and conversational workflows. Solis provides access to a broad array of resources, some so new that they aren't actually even in full operation yet when we tested their websites!
At the end of the day, Solis appears to cover every single aspect of social marketing and while the book eventually gets into some very heady stuff regarding feedback metrics, charting and tracking programs, it is clear that this book goes further than any volume we have yet to see on this subject. Whether most companies can keep up with the extensive options Solis presents has yet to be seen. Of course, this new medium is far from a static state and therefore there are clearly more platforms and tools just around the corner (Gowalla, anyone?) For that Solis offers a website to carry on from here. Well done!