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

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John Wiley & Sons, Feb 18, 2010 - Business & Economics - 336 pages
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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 consumerShows how to define and measure the success of your social media campaigns for the short and long termFeatures an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on TwitterRevised 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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Contents

Part II Forever Students of New Media
31
Part III Brand Representative versus the Brand You
161
Part IV We Are the Champions
179
Part V The Social Architect Developing a Blueprint for New Marketing
241
Part VI A Little Less Conversation a Little More Action Rising above the Noise
295
Conclusion
347
Glossary
349
Notes
357
Index
371
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About the author (2010)

Brian Solis is globally recognized as one of the most original and most prominent thought leaders in social media. A digital analyst and visionary, Solis has influenced the effects of new media on the convergence of marketing, communications, and traditional media. He is Principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. Brian's blog is ranked among the world's elite business and marketing blogs. For more information, visit briansolis.com.

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