| Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web |  | Author: Brian Solis
Creator: Ashton Kutcher
Publisher: Wiley
List Price: $24.95
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as of 9/9/2010 19:16 CDT details
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Rating:  21 reviews
Media: Hardcover
Pages: 400
Number Of Items: 1
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Dimensions (in): 9 x 6.1 x 1.5
ISBN: 0470571098
Dewey Decimal Number: 658.872
EAN: 9780470571095
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Product Description
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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| Customer Reviews:
Showing reviews 1-5 of 21
 Creating a Social Media Plan to "Engage" March 24, 2010
Marylene Delbourg-Delphis (Palo Alto & Boston)
14 out of 15 found this review helpful
"Perhaps the biggest mistakes committed by businesses, personalities, and brands in social media occur when people jump into social networks blindly without establishing guidelines, a plan of action, a sense of what people are seeking and how and why they communicated, an understanding of where people are congregating, a definition of what they represent and how they will personify the brand online, and the goals, objectives, and metrics associated with participation." Albeit fairly late in the book, this sentence sums up the purpose of Brian Solis in Engage! One more book about Social Media, sure; but this one is one of the best written. It's almost reassuring to read sentences that exceed 140 characters (or twenty words), and, while you can find all the trendy buzzwords and expressions on virtually every page, the author authentically tries to assist social media managers as they transition from the broadcasting age to the intricacies of a new form of netcasting architecture where both users and corporations exchange "social objects." How well or efficiently can they do so? This book provides social media managers with the background knowledge and practical notions that they can leverage to design a consistent strategy.
The first half of the book surveys the world of social media in general, describing all the aspects of social interactions and their impact on corporate marketing and communication, as well as customer service departments. Traditional marketing schemas have irreversibly imploded under the pressure of a crowd represented in a "conversation prism" that factors in behavioral guidelines implicitly or explicitly set by the multiple socialization channels. So marketers must listen. What can they do with so much information? "Instead of inhibiting the pace and breadth of information flow, we must channel relevant details and data," a task that does not only require "attention" (nice reference to Linda Stone's Continuous Partial Attention), but also some understanding of applied social sciences or researchers' and analysts' categorizations (such as Charlene Li's and Jeremiah Owyang's Socialgraphics). Achieving a state of the art "unmarketing" to use a time-stamped word by Scott Stratten - i.e. rebuilding a marketing strategy from the bottom up - entails, for many companies, a serious reassessment of some entrenched marketing habits. Hence the resolutely didactic approach of the two parts of the book: "The New Reality of Marketing and Creating Customer Service" and "Forever Students of New Media."
The second half of the book comprises four parts that detail the new responsibilities that come up with the potential of social media, and focuses more specifically on what a "new marketing" approach may look like. One of the most remarkable sections is related to "defining the rules of engagement." It unambiguously shows to the skeptics that the social media revolution is not a passing phenomenon spurred on or controlled by influencers, but the reality of today's computing, one of the incarnations of the social Web, and that it is set to transform every single company from the inside. The examples of IBM's and Intel's guide-lines (and its digital IQ Program) do not only demonstrate the forward-thinking intelligence of people like Bryan Rhoads or Ken Kaplan, but also the proactive approach of highly regarded companies as they define new roles and responsibilities to adapt to a new world. Digital intelligence is not simply the prerogative of a handful of gurus appointed to task forces or advisory boards, it will also be part of the job description of most employees in the close future if they want to be up to par with educated customers. The scope of the book stops here, but it's clear that the social media revolution will lead to the reassessment of corporate cultures, employee empowerment methodologies, and linguistic and artistic skills. "Unmarketing" just like any vibrant "marketing" starts from within. Corporate stonewalling doesn't have too much future.
End result: a serious book that gathers the Zeitgeist (and will bring many people up to speed with trends and idioms). Somewhat voluble, yet kindly extroverted and definitely useful if you want to create a social media plan.
Engage> Toolkit and more for the Forever Student of New Media February 28, 2010
Steven Moore (Marietta,GA)
7 out of 8 found this review helpful
As one of those students of business especially in the " marketing" space- forever is the correct word for anyone who wants to keep pace with the changes that are happening. This book will lay it out for you and give you the thought leaders that Brian shares in here to dig even deeper. I have already made it required reading for some of my colleagues so we are having the correct conversation about these upheavals occurring in our business.
Engage is the whole point of the book- as a business or just as an individual if you are not engaging with your important people in the way Brian lays out here be prepared to have surprises and shocks to your business ecosystem and not in a good way.
If you are in a leadership position or what to be; this is a must read to prepare yourself and your company for this exciting new world. Also once you read it keep reading Brian's Blog and follow those that he mentions in this book and you will never be left behind. No matter where you are in the learning curve a newbie, or engaged for years there is something for everyone in this book.
A Must Read If You Want a Competitive Advantage February 26, 2010
Simon Mainwaring (Los Angeles)
7 out of 9 found this review helpful
I've been a fan of Brian's thinking for some time. It's always so timely, effective and deeply researched.
As the advertising, marketing and PR world's are turned upside down by social media, I find 'Engage' to be an indispensable guide. It's one thing to know the new social landscape and another to understand how to navigate it, and that's where I found engage so powerful.
Better yet, he tells you how to set up your company in a way that allows you to keep pace with new technology and a changing marketplace so you're not having to constantly re-invent yourself.
If you really want to remain relevant and prosperous in today's marketplace, you have to 1) embrace social media, 2) build community and 3) use 'Engage' as your guide. If you don't, you're risking your own survival.
Get it, read it, go to market. Thanks, as ever, to Brian for the super smart thinking.
Thoroughly & Utterly Engaged March 19, 2010
Debbie Hemley (Boston, MA)
1 out of 1 found this review helpful
Brian Solis does much more than introducing us to social media tools. Engage! is truly an education. If you take the time to do your homework, trying out the suggested resources, your efforts will most definitely pay off. There's something for everyone in this book regardless of where you are on the new media learning curve.
I found myself captivated by several things in particular: social media dashboards, aggregation and syndication, geo location and mobile networking, social objects and social media optimization. Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web is a book you will be able to pick up on any given day and find what you're looking for as a way to keep on track with your social media goals and objectives.
Great book. I highly recommend it!
Debbie Hemley
How Far Down the Rabbit Hole Do You Want To Go? March 31, 2010
Shauna Forkenbrock (San Antonio, Texas)
1 out of 1 found this review helpful
If Social Media is a Wonderland, Brian Solis is the White Rabbit. The question is "how far down the rabbit hole do you want to go?"
"Engage" works on multiple levels: from explaining basic ideologies for engaging like-minded people through simple Social Media venues; to delving into far-reaching, strategic deployments to tap the human algorithm.
I'm just starting out on my Social Media journey, but because I follow Brian on Twitter, read his blog, heed his suggestions, and especially keep my already tattered copy of "Engage" close by--the rabbit hole is turning into a vast and wondrous adventure.
-Shauna
Showing reviews 1-5 of 21
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