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

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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 compet... (More) 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"Befor e 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 CultureForeword. Preface. Introduction: Welcome to the Revolution.Part One: The New Reality of Marketing and Customer Service. Chapter 1 The Social Media Manifesto: Engage or Die. Chapter 2 The Case for Social Media, by the Numbers.Part Two: Forever Students of New Media. Chapter 3 New Media University: Social Media 101. Chapter 4 New Media University: Social Media 201. Chapter 5 New Media University: Social Media 202. Chapter 6 New Media University: Social Media 203. Chapter 7 New Media University: Social Media 301. Chapter 8 New Media University: Social Media 302. Chapter 9 New Media University: Social Media 303. Chapter 10 New Media University: Social Media 401. Chapter 11 New Media University: Social Media 402. Chapter 12 New Media University: Social Media 403. Chapter 13 New Media University: MBA, Year One. Chapter 14 New Media University: MBA, Year Two.Part Three: Brand Representative vs. the Brand You. Chapter 15 Managing the“Me” in Social Media and the“We” in the Social Web. Chapter 16 Learning and Experimentation Lead to Experience.Part Four: We Are the Champions. Chapter 17 Defining the Rules of Engagement. Chapter 18 The Conversation Prism: Listeners Make the Best Conversationalists. Chapter 19 Unveiling the New Influencers: We Are Media.Part Five: The Social Architect: Developing a Blueprint for New Marketing. Chapter 20 The Human Network. Chapter 21 Social Marketing Compass: Creating a Social Media Plan. Chapter 22 Divide and Conquer: Building Marketing and Service Teams around Social Media Programs.Part Six: 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.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 (Less)