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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 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.
About the Author
BRIAN SOLIS is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business, sales, and marketing. He is principal of FutureWorks, an award-winning business consultancy in San Francisco, and has led social programs and change management initiatives for Fortune 500 companies and Web 2.0 startups. His blog, BrianSolis.com, is among the world's leading business and marketing websites.
Top customer reviews
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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.
Solis set up about half of "Engage!" as if it were a college course, which was extremely effective. These sections, titled "The New Media University," detailed the steps a company can take in order to use social media to their advantage. For those people who have some experience in social media, this section can act as a refresher, but for those people who are relatively new, this section can act as a detailed introduction.
This book is best suited for people with some background knowledge of social media. While the beginning of the book does a nice job outlining how and why a company should use social media, the latter part of "Engage!" delves into slightly more advanced metrics and programs. Therefore, some knowledge of social media analytics would be beneficial before reading. The glossary at the back of the book is helpful for a refresher on some terms that may be a bit unfamiliar and the companion website, [...], helps to bridge the gap between publish date and any updates to social media.