Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (英語) ペーパーバック – 2011/3/15
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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 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
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?
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.
Somewhere around the halfway point there's not much point in doing anything more than skimming the rest. The book starts off as kind of inspiring to be honest. We are agents of change, at the forefront of a communication paradigm shift, etc etc. The author has also spearheaded many creative and interesting online engagement campaigns for huge corporations like Budweiser. They are interesting and educational to hear about, though more nuts and bolts of how they were conceived would've been invaluable.
The problem is we don't hear enough about applying this kind of stuff, just a lot of empty platitudes most of the time. There's a very smart social media mind behind this book, but illustrating his methods on paper for others to learn from is not his strong suit. A lot of the info runs together (at least it seems to) and you realize pretty quickly that the book is padded to death. Some of the diagrams are ridiculous and incomprehensible. If you think I could actually connect 75-100 points of data on a chart (that looks like a two year old's drawing) and convince my boss that it makes sense and that we need a bigger social media presence, you could be convinced of a lot of things.
It's not a terrible book, but it's kind of like when a world class athlete goes into coaching and fails miserably. They're naturally good at something but can't communicate to others how to apply their methods.
PS: I was assigned this for a class as well and would suggest a chapter here and there at most. This kind of wishy washy content that's not applicable in the real world is what's wrong with contemporary academia.
If you have some experience of interest in this field, the book is basic. If in the other side, you are new, you may find it an great. But for me, very ver lame and boring.
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