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

Overview

Praise for Engage!

"It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place."
—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet

"Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's ...

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Overview

Praise for Engage!

"It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place."
—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet

"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

"The power of the top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust."
—Guy Kawasaki, cofounder, Alltop

"Social media is changing everything about the way people relate socially, in commerce, and in politics. Engage! gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy. It's the real deal."
—Craig Newmark, founder, Craigslist.com

"Before Solis, I was cluelessly competing in the attention economy of the twenty-first century. Solis's Engage! provides me with the intellectual capital to build relevancy amidst our cacophonous culture. This book is worth its weight in attention—the digital gold of the twenty-first century."
—Andrew Keen, author of the international hit Cult of the Amateur: How Today's Internet Is Killing Our Culture

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Product Details

  • ISBN-13: 9780470571095
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/8/2010
  • Edition number: 1
  • Pages: 382
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.50 (d)

Meet the Author

Brian Solis is globally recognized as one of the most original and most prominent thought leaders in social media. A digital analyst and visionary, Solis has influenced the effects of new media on the convergence of marketing, communications, and traditional media. He is Principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. Brian's blog is ranked among the world's elite business and marketing blogs. For more information, visit briansolis.com.
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Table of Contents

Foreword Ashton Kutcher ix

Preface xi

Introduction: Welcome to the Revolution xiii

PART I THE NEW REALITY OF MARKETING AND CUSTOMER SERVICE

Chapter 1 The Social Media Manifesto: Engage or Die 3

Chapter 2 The Case for Socializing Media, by the Numbers 17

PART II FOREVER STUDENTS OF NEW MEDIA

Chapter 3 The New Media University: Social Media 101 33

Chapter 4 The New Media University: Social Media 201 40

Chapter 5 The New Media University: Social Media 202 52

Chapter 6 The New Media University: Social Media 203 62

Chapter 7 The New Media University: Social Media 301 73

Chapter 8 The New Media University: Social Media 302 82

Chapter 9 The New Media University: Social Media 303 95

Chapter 10 The New Media University: Social Media 401 104

Chapter 11 The New Media University: Social Media 402 113

Chapter 12 The New Media University: Social Media 403 128

Chapter 13 The New Media University: MBA Program—First Year 138

Chapter 14 The New Media University: MBA Program—Second Year 152

PART III BRAND REPRESENTATIVE VERSUS THE BRAND YOU

Chapter 15 Fusing the “Me” in Social Media and the "We" in the Social Web 163

Chapter 16 Learning and Experimentation Lead to Experience 173

PART IV WE ARE THE CHAMPIONS

Chapter 17 Defining the Rules of Engagement 181

Chapter 18 The Conversation Prism: How to Listen 206

Chapter 19 Unveiling the New Influencers 228

PART V THE SOCIAL ARCHITECT: DEVELOPING A BLUEPRINT FOR NEW MARKETING

Chapter 20 The Human Network 243

Chapter 21 The Social Marketing Compass: Creating a Social Media Plan 268

Chapter 22 Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs 281

PART VI A LITTLE LESS CONVERSATION, A LITTLE MORE ACTION: RISING ABOVE THE NOISE

Chapter 23 A Tale of Two Cities: Social CRM and Relationship Management 297

Chapter 24 The Contrast between Earned and Paid: When Paying for Friends Makes Cents 312

Chapter 25 The New Media Scorecard: Measuring Investment Returns 321

Conclusion 347

Glossary 349

Notes 357

Index 371

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Sort by: Showing all of 8 Customer Reviews
  • Posted May 16, 2010

    some good information

    there are some great hints and tips, but they're buried in an otherwise unproductively dense read. I'm finding the book useful, but a lot to wade through to find that utility.

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  • Posted April 17, 2010

    more from this reviewer

    I Also Recommend:

    If you are looking for the authoritative book on social media, this is a must read

    Brian Solis gives readers a thorough overview and an in-depth study of social media in his new book. Written as if you are progressing through college, you'll learn the basics of social media and the more advanced applications and concepts. We made it mandatory reading for everyone in our company.

    Was this review helpful? Yes  No   Report this review
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