Engage!
The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
By Brian Solis
About the book
Digital analyst Brian Solis examines social media as a business tool and how brands can use it to market products and services. The first half introduces networks such as Facebook, YouTube and Twitter through a university metaphor, with chapters styled as courses from 101 up to a second-year MBA, so readers can start at whatever level suits them. The second half covers starting a social media program, selling it inside the company and measuring return on investment. Solis also looks at the blurred line between personal and professional interaction, arguing that social media works best as one-to-one-to-many rather than as a broadcast channel. Worksheets for planning and brand management are included, and actor Ashton Kutcher wrote the foreword.
Mark Cuban praised it as a guide for executives and entrepreneurs who must embrace new media to stay relevant, and Tony Hsieh endorsed its ideas for helping brands inspire communities to spread their message. Craig Newmark called it the real deal for building a serious social media strategy.
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This book has 4 recommendations
Recommended by Jeff Gibbard (Chief Brand Officer/From The Future)
Source: Social Business Strategist Jeff Gibbard Shares the Books That Formed His Business Perspective
Tony Hsieh (CEO/Zappos)
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.
Craig Newmark (Founder/Craigslist)
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.
Mark Cuban (Entrepreneur and investor)
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.
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Jeff Gibbard, Tony Hsieh, Craig Newmark, Mark Cuban