The Impact Equation: Are You Making Things Happen or Just Making Noise?

The Impact Equation: Are You Making Things Happen or Just Making Noise?

4.5 2
by Chris Brogan, Julien Smith
     
 

View All Available Formats & Editions

“Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we’ve done these things isn’t because we’re special. It’s because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we

See more details below

Overview

“Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we’ve done these things isn’t because we’re special. It’s because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we have an idea how to get from point A to point B faster because of it.”

Three short years ago, when Chris Brogan and Julien Smith wrote their bestseller, Trust Agents, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise.

In The Impact Equation, Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience, or a certain number of fol­lowers. You need a potent mix of all of the above and more.

Use the Impact Equation to figure out what you’re doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream-media advertising cam­paign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.

Consider the phenomenally successful British singer Adele. For most musicians, onstage banter basically consists of yelling “Hello, Cleveland!” But Adele connects with her audience, pausing between songs to discuss a falling-out with her friends, or the drama of a break up. Each of these moments comes off as if she were talking directly with you, and you can easily relate. Adele has Impact.

As the traditional channels for marketing, selling, and influencing disappear and more people inter­act mainly online, the very nature of attention is changing. The Impact Equation will give you the tools and metrics that guarantee your message will be heard.

Read More

Editorial Reviews

Publishers Weekly
Instructive and motivational, Brogan and Smith (True Agents) offer a magic formula for marketing products and services online while building credibility and trust among customers. The authors have been involved in online communities for more than a decade and offer a simple, social media-driven equation to draw consumer attention and gain trust: Impact = C x (R+E+A+T+E). The letters stand for Contrast, Reach, Exposure, Articulation, Trust, and Echo. The authors state the book is not about Twitter and Facebook, though they do occasionally discuss the platforms' use. Their goal is going beyond social media: forming ideas; using appropriate, visible platforms; and building strong human connections are also key components of their system. Whether it's creating YouTube videos or using Twitter to promote products and services, the examples and analogies offered for each element of the impact equation effectively make their mark. Success is not just about "being seen" on social networks, but nurturing genuine relationships with the audience as well. Individuals, small group of upstarts, or big organizations will relish learning how to apply the impact equation to their own blog or ad campaign in order to figure out what's working and what's not.
(c) Copyright PWxyz, LLC. All rights reserved.
Library Journal
Brogan and Smith (coauthors, Trust Agents: Using the Web To Build Influence, Improve Reputation, and Earn Trust) have written an innovative and practical guide on how to attract a larger audience, promote interaction, and build a community around an idea or experience. They outline the titular equation as “Impact = C x (R +E+A+T+E),” or “Contrast times (Reach plus Exposure plus Articulation plus Trust plus Echo).” The authors analyze each of the six attributes that make up the CREATE acronym and illustrate each with specific case studies. The book is organized into four parts: “Goals,” which introduces the actual equation; “Ideas,” which explains contrast and articulation; “Platforms,” which addresses reach and exposure; and, finally, “Network.” Brogan and Smith provide case studies that encompass companies such as McDonald’s and Chipotle as well as performers like Adele. They stress that social networking sites such as Facebook and Google Plus are temporary and that instead “people are what matter.”

Verdict Fans of Trust Agents will enjoy this book. Well researched and packed with nitty-gritty advice, it’s designed for anyone with a good business idea but who needs the tools to promote it. Recommended.—Lucy Heckman, St. John’s Univ. Lib., NY
(c) Copyright 2011. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Read More

Product Details

ISBN-13:
9781591844907
Publisher:
Penguin Publishing Group
Publication date:
10/25/2012
Pages:
288
Sales rank:
1,369,781
Product dimensions:
6.40(w) x 9.10(h) x 1.06(d)
Age Range:
18 Years

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >