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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Hardcover – 30 Mar 2010

3.6 out of 5 stars 10 customer reviews

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Product details

  • Hardcover: 400 pages
  • Publisher: John Wiley & Sons (30 Mar. 2010)
  • Language: English
  • ISBN-10: 0470571098
  • ISBN-13: 978-0470571095
  • Product Dimensions: 16.3 x 3.4 x 23 cm
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 821,361 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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!

From the Back Cover

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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Customer Reviews

Top Customer Reviews

Format: Paperback
The second edition of Engage! written by Brian Solis really is a fascinating read. It's full of tools, frameworks interesting case studies and much more besides! It empowers you to develop metrics and KPIs to measure the success of your activities and translate that data into bottom-line benefits. As anyone who has ever tried to champion a social media program within their organisation knows; the first question you are asked is, What's the ROI of social media? This book will help you answer that question. A word of warning though - Engage! is not a book you can pick up and read from cover to cover. Sections of the book are quite dense and academic - but then isn't that what you would expect a Complete Guide to be? At times, reading the book was a bit of a slog and I found myself going back over passages each time I picked it up because there was a lot to absorb. But on the whole, I found it uplifting and insightful, reaffirming many of my preconceptions as to the real power of Social Media - so stick with it. In the words of Brian Solis: "Engage or die."
Engage, Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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Format: Paperback Verified Purchase
I’m not going to lie – Brian Solis let me down. He’s a well-respected social media marketer, and I’d heard good things about his book, but I just can’t bring myself to rate it as highly as the books that were released by some of his contemporaries.

The sad fact is that Engage! has aged much more than many other social media marketing books, perhaps because Solis placed too much importance on specific social networks – sure, he does agree that the message is more important than the medium, and some of his lessons in planning and deployment are well worth reading, but his work makes for tedious reading and, to be honest, he doesn’t say anything which hasn’t been said before.

And that’s not to mention the typos – there are a shocking amount of mistakes scattered throughout the pages, more than you see in some self-published works. If you’re the sort of person who isn’t bothered by that then it might not be such a problem, but each time I spotted one it stopped me in my tracks.

In all honesty, though, it’s still a good book – it just pales in comparison to some of the other social media marketing books that are out there, some of which were written earlier and yet have stood up to the test of time. There are lessons to be learned and diagrams to be studied, but you’ll find nothing here that you can’t find online or written about elsewhere, with more aplomb.

Which is a shame, because Solis is a highly competent marketer and a great thinker and doer – he’s just more of a marketer than a writer, and that’s okay. Either way, good marketers seek inspiration everywhere, and when you’ve read everything else you can find then you should read this too.
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Format: Hardcover
Digital analyst and sociologist Brian Solis steps from the virtual world into the real world to teach companies how best to exploit social media to engage consumers, build brand equity and compete. Solis backs up his comprehensive, detailed report with exhaustive research. He does occasionally fall prey to indecipherable phrasing such as, "Inward focus now must include outward contribution." Despite these minor problems, getAbstract recommends this definitive social media guide to executives who want to stake their firms' claim in the web's vast territory.
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Format: Hardcover Verified Purchase
I have just red this book and I found it very interesting, and i would like to advice it to people looking to engage.
The only point i didnt like on the book was the fact that the images, that are so important in understand some topics, are in black and white and some of them are not so clear.
Besides that everything is great.
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Format: Hardcover
I did enjoy reading this, but it is lacking an overall framework which would help to structure the numerous lists and bullet points of things to remember and do. I've come across this in other books on social media, so I'm not sure if the channel just lends itself to this method of writing, but the author keeps listing things horizontally and vertically and I kept losing my place. If there was some form of overarching structure, diagram or model into which all of this fitted (and its not the conversation prism btw) it would be a much easier, and much more informative, read.
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