Engage! : The Complete Guide For Brands And Businesses To Build, Cultivate, And Measure Success In The New Web

Engage thoroughly examines the social media landscape and how to effectively use it in business, one network and one tool at a time. The guide for branding your business in the era of the Social Web, this book leads readers through the detailed and specific steps required for conceptualizing, implementing, managing and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts and ultimately increase profits.

Table of Contents:

Preface

Introduction: Welcome to the Revolution

Part I: The New Reality of Marketing and Customer Service

• Chapter 1 - The Social Media Manifesto: Engage or Die
• Chapter 2 - The Case for Socializing Media, by the Numbers

Part II: Forever Students of New Media

• Chapter 3 - The New Media University: Social Media 101
• Chapter 4 - The New Media University: Social Media 201
• Chapter 5 - The New Media University: Social Media 202
• Chapter 6 - The New Media University: Social Media 203
• Chapter 7 - The New Media University: Social Media 301
• Chapter 8 - The New Media University: Social Media 302
• Chapter 9 - The New Media University: Social Media 303
• Chapter 10 - The New Media University: Social Media 401
• Chapter 11 - The New Media University: Social Media 402
• Chapter 12 - The New Media University: Social Media 403
• Chapter 13 - The New Media University: MBA Program, First Year
• Chapter 14 - The New Media University: MBA Program, Second Year

Part III: Brand Representative Versus The Brand You

• Chapter 15 - Fusing the "Me" in Social Media and the "We" in the Social Web
• Chapter 16 Learning and Experimentation Lead to Experience

Part IV: We Are The Champions

• Chapter 17 - Defining the Rules of Engagement
• Chapter 18 - The Conversation Prism: How to Listen
• Chapter 19 - Unveiling the New Influencers

Part V: The Social Architect: Developing A Blueprint For New Marketing

• Chapter 20 - The Human Network
• Chapter 21 - The Social Marketing Compass: Creating a Social Media Plan
• Chapter 22 - Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs

Part VI: A Little Less Conversation, A Little More Action: Rising Above The Noise

• Chapter 23 - A Tale of Two Cities: Social CRM and Relationship Management
• Chapter 24 - The Contrast between Earned and Paid: When Paying for Friends Makes Cents
• Chapter 25 - The New Media Scorecard: Measuring Investment Returns

Conclusion
Glossary
Notes
Index