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

Brogan, Chris

Softcover

ISBN 10: 0670922404 ISBN 13: 9780670922406

Publisher: Portfolio Penguin, 2013

Synopsis

Chris Brogan and Julien Smith, authors of Trust Agents , are back with The Impact Equation to show you how to make social media pay. What can the IMPACT EQUATION do for you? IMPACT = C × (R+E+A+T+E) C Does your idea stand out? R How many people do you connect to? E How often does your audience hear from you? A Is your idea clear enough? T Do people believe you? E Does your idea connect to your audience? When Chris Brogan and Julien Smith wrote their bestseller Trust Agents , being interesting on the Web was enough to build an audience. Now everybody has a platform. But 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. As traditional channels for marketing and selling disappear and more people interact mainly online, the very nature of attention is changing. 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 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. The Impact Equation will give you the tools to guarantee your message will be heard. 'Their advice on the importance of being able to write to make a splash online is solid...when it comes to building a brand online Brogan and Smith have been there and done that' - The Financial Times Chris Brogan and Julien Smith are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, Trust Agents , was a New York Times bestseller.

About this title

About the Author

Chris Brogan and Julien Smith are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, Trust Agents, was a New York Times bestseller.

From Booklist

Brogan and Smith explain to entrepreneurs how to build ideas, how to move them through a platform so they will be seen and discussed, and then how to build a strong human element around those ideas so that people will know their participation is appreciated. They lead us to consider the source of our market as we combine the passion of those who matter to us with our passion so that all of us can leave our marks on the world. The book is designed around the equation IMPACT = C x (R + E + A + T + E). C represents being seen; R, whom you connect to; E, how often you connect; A, being understood instantly; T, why we trust someone; and E, the feeling of connection conveyed to our audience.The authors note, Build everything you do while understanding that things will permanently be changing. Excellent, thought-provoking book for entrepreneurs and other library patrons wanting to learn about Internet opportunities in the twenty-first century. --Mary Whaley

Edition details

• Publisher: Portfolio Penguin
• Publication date: 2013
• ISBN 10: 0670922404
• ISBN 13: 9780670922406
• Binding: Paperback
• Language: English
• Number of pages: 271