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Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Revised and Updated
- 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
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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.
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?
Table Of Contents
Foreword Ashton Kutcher xiii
Introduction Welcome to the Revolution xvii
Chapter 1 The Social Media Manifesto 1
Chapter 2 Making the Case for Social Media: The Five Ws+H+E 13
Chapter 3 The New Media University 19
Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25
Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33
Chapter 6 The New Media University 301: Images and Multimedia 39
Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43
Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51
Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63
Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71
Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81
Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97
Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107
Chapter 14 The New Media University 1101: Social Landscape and Initiatives 119
Improving the Signal-to-Noise Ratio 119
Chapter 15 Fusing the Me in Social Media and the We in the Social Web 121
Chapter 16 Learning and Experimentation Lead to Experience 127
Chapter 17 Defining the Rules of Engagement 133
Chapter 18 The Conversation Prism 157
Chapter 19 Unveiling the New Influencers 179
Chapter 20 The Human Network 191
Chapter 21 The Social Marketing Compass 209
Chapter 22 Facebook is Your Home Page for the Social Web 221
Chapter 23 Divide and Conquer 229
Chapter 24 A Tale of Two Cities 245
Chapter 25 We Earn the Relationships We Deserve 263
Chapter 26 The New Media Scorecard 271
Appendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297
About the Author
Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business, sales, and marketing. He is principal of FutureWorks, an award-winning business consultancy in San Francisco, and has led social programs and change management initiatives for Fortune 500 companies and Web 2.0 startups. His blog, BrianSolis.com, is among the world's leading business and marketing websites.