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

Ashton Kutcher , Brian Solis
3.2 out of 5 stars  See all reviews (6 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: 21.7 x 13.6 x 3.4 cm
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 283,056 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Brian Solis
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Product Description

Product Description

The ultimate guide to branding and building your business in the era of the Social Web revised and updated with a Foreword by Ashton Kutcher

Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.

Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy–in from your marketing teams. Even better, you′ll learn how to measure success and ROI.

  • Introduces you to the psychology, behavior, and influence of the new social consumer
  • Shows how to define and measure the success of your social media campaigns for the short and long term
  • Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter
  • Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media

Today, no business can afford to ignore the social media revolution. If you′re not using social media to reach out to your customers and the people who influence them, who is?

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!


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Very disappointing. 9 April 2011
By Devin.A
Format:Hardcover
The content gives the impression of having been lifted directly from blogs, and there is very little here that wasn't written two years ago in "The New Rules of Marketing & PR".

It contains, in my opinion, far too many unsubstantiated generalisations and is heavily padded out with hearsay (and quotes from Wikipedia).
There are definitely better books out there on the subject

For anyone totally new to social media, this isn't the worst introduction you could find, but I'd recommend you read it critically.
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2 of 2 people found the following review helpful
Whan to engage? 18 Jun 2010
Format:Hardcover
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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1 of 1 people found the following review helpful
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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