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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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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 an out of print or unavailable edition of this title.
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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Top customer reviews
Somewhere around the halfway point there's not much point in doing anything more than skimming the rest. The book starts off as kind of inspiring to be honest. We are agents of change, at the forefront of a communication paradigm shift, etc etc. The author has also spearheaded many creative and interesting online engagement campaigns for huge corporations like Budweiser. They are interesting and educational to hear about, though more nuts and bolts of how they were conceived would've been invaluable.
The problem is we don't hear enough about applying this kind of stuff, just a lot of empty platitudes most of the time. There's a very smart social media mind behind this book, but illustrating his methods on paper for others to learn from is not his strong suit. A lot of the info runs together (at least it seems to) and you realize pretty quickly that the book is padded to death. Some of the diagrams are ridiculous and incomprehensible. If you think I could actually connect 75-100 points of data on a chart (that looks like a two year old's drawing) and convince my boss that it makes sense and that we need a bigger social media presence, you could be convinced of a lot of things.
It's not a terrible book, but it's kind of like when a world class athlete goes into coaching and fails miserably. They're naturally good at something but can't communicate to others how to apply their methods.
PS: I was assigned this for a class as well and would suggest a chapter here and there at most. This kind of wishy washy content that's not applicable in the real world is what's wrong with contemporary academia.
If you have some experience of interest in this field, the book is basic. If in the other side, you are new, you may find it an great. But for me, very ver lame and boring.
A year ago I gave up and gave it to a colleague who wanted to learn about social media. It was a perfect match.
What I loved most about it is that it's execution-oriented. We've all read enough theory and while it's interesting, you can't figure out what to do with it. That's not this book.
His early chapters set the stage on how to identify the right networks, people, keywords, influencers, communities and tools that can be used by you to increase your brand. He provides a *toolbox* list that's organized by categories which i found immensely helpful. Given the pace of this industry, I'm sure that the list has been modified, but the cool thing is that he always keeps the list up to date at his website [...]. So, the book lays out the foundation, but the site keeps the tools fresh and new extending the value of the book as the foundation doesn't change.
He then lays out the roadmap - it's almost a step-by-step approach on what to do and how to do it. Of course, each of our businesses is different, so how we implement his approach requires alot of work on our part, but it's easier given his expertise on what is proven to work.
This book will become a reference for me as i continue to build my brand online. I wish I could provide statistics for you on the results I've achieved using the framework, but it's too new and I was so excited about the book that I wanted to share this review. If you want a book that helps you navigate this new media world, buy it as you will use again and again.