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

Solis, Brian

3.85

1,012 ratings by Goodreads

9780470571095: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Hardcover

ISBN 10: 0470571098 ISBN 13: 9780470571095

Publisher: Wiley, 2010

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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?

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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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