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.
|Publisher:||Penguin Publishing Group|
|Sold by:||Penguin Group|
|File size:||1 MB|
|Age Range:||18 Years|
About the Author
Follow us on Twitter @chrisbrogan, @julien
Table of Contents
This Book Is About More Than Social Networks xiii
Part 1 Goals 1
1 Working with the Impact Equation 3
Part 2 Ideas 49
2 Contrast 55
3 Articulation 96
Part 3 Platforms 133
4 Reach 141
5 Exposure 166
Part 4 Network 195
6 Trust 204
7 Echo, Echo 225
Most Helpful Customer Reviews
I’ve become an unsuspecting fan of Chris Brogan. About two months into the adventure of my freelance writing business, I happened upon Chris Brogan’s book Social Media 101: Tactics and Tips to Develop Your Business Online. While a bit preachy and repetitive at times, with his incessant, “Tell me what YOU think” mantra, it was successful in getting me to subscribe to Mr. Brogan’s blog, and I’m pleased that I joined. His blog is informative, insightful and human. Through the blog, I received an opportunity to review a pre-released copy of The Impact Equation Mr. Brogan’s second co-authored book with Julien Smith. The premise of The Impact Equation is that once properly instructed, you can develop communication skills that elicit an emotional reaction, and hopefully, that reaction will translate into audience/reader action. To achieve that aim, Mr. Brogan and Mr. Smith introduce the Impact Equation. Impact = C x (R+E+A+T+E) An acronym derived from the six attributes Contrast, Reach, Exposure, Articulation, Trust and Echo. Each chapter of the book focusses on an attribute and how that attribute helps to provide high-quality user content. The authors maintain high-quality user content is the core of online trustworthiness and impact. They further breakdown the attributes into graphs to generate analytics and assist in evaluating your product, your approach and your content for maximum impact. However, I found the most valuable information was illustrated in the short vignettes, which included stories from various pop-culture behemoths as Chipotle, rap “supergroups” and Pokémon. Through these been-there-done-that stories, the authors not only outline the concepts of the six attributes, they enlighten the reader to the true success or pitfalls. I must say, I was giddy about an opportunity to not only review this pre-release book but to learn more about effective communication. Unfortunately, after reading the book twice, I’m still not 100% certain how to summarize it. (Probably not the strongest endorsement for a book on clear communication.) I will say that it made me think. It made me re-evaluate the way I express myself both online and in person. While I have prided myself on my ability to develop and nurture trusting relationships in the flesh, after reading this book I realized that I had neglected to assure my trustworthiness online. I realized that I have not worked hard enough to create and maintain online relationships, and that a simple response to a poster can instantly change their perspective of you and your company. The authors have become wildly successful, and they clearly still follow their own advice. They are adamant about being available to their audience, and tweet frequently with their followers. While I don’t believe there is anything necessarily revolutionary about this book, I do feel it’s a must read for start-ups. It’s an informative read; it’s an enjoyable read, and I recommend it.
I have been following Chris and Julien online for awhile. I watch what they are doing because they are an encouragement, they engage, they challenge, and they come across as human...unlike so many online personalities. That is why I recommend this book to anyone who wants to be better in business and in life. It is written in a personal way and you feel you are sitting at a table with them having a cup of coffee, talking shop. When I read this book, I felt like they knew where I was coming from as an entrepreneur and small business owner as they touched on issues I have been trying to figure out and others I didn't realize were problems. As a small business owner, I don't have the time to waste reading useless material out there. I trust these guys to provide quality material and I felt more confident with every chapter in choices for my business and life in general.