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



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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis
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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?

Table of Contents

Foreword (Ashton Kutcher). Preface. Introduction: Welcome to the Revolution. PART I THE NEW REALITY OF MARKETING AND CUSTOMER SERVICE. Chapter 1 The Social Media Manifesto: Engage or Die. Chapter 2 The Case for Socializing Media, by the Numbers. PART II FOREVER STUDENTS OF NEW MEDIA. Chapter 3 The New Media University: Social Media 101. Chapter 4 The New Media University: Social Media 201. Chapter 5 The New Media University: Social Media 202. Chapter 6 The New Media University: Social Media 203. Chapter 7 The New Media University: Social Media 301. Chapter 8 The New Media University: Social Media 302. Chapter 9 The New Media University: Social Media 303. Chapter 10 The New Media University: Social Media 401. Chapter 11 The New Media University: Social Media 402. Chapter 12 The New Media University: Social Media 403. Chapter 13 The New Media University: MBA Program-First Year. Chapter 14 The New Media University: MBA Program-Second Year. PART III BRAND REPRESENTATIVE VERSUS THE BRAND YOU. Chapter 15 Fusing the "Me" in Social Media and the "We" in the Social Web. Chapter 16 Learning and Experimentation Lead to Experience. PART IV WE ARE THE CHAMPIONS. Chapter 17 Defining the Rules of Engagement. Chapter 18 The Conversation Prism: How to Listen. Chapter 19 Unveiling the New Influencers. PART V THE SOCIAL ARCHITECT: DEVELOPING A BLUEPRINT FOR NEW MARKETING. Chapter 20 The Human Network. Chapter 21 The Social Marketing Compass: Creating a Social Media Plan. Chapter 22 Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs. PART VI 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.

Author Biography

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 the world's elite business and marketing blogs. For more information, visit
Release date Australia
March 30th, 2010
Foreword by Ashton Kutcher
Country of Publication
United Kingdom
John Wiley & Sons Ltd
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