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Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web | [Brian Solis, Ashton Kutcher (foreword)]

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

Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs - creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages. However, use of the tools does not guarantee that people will listen.
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Publisher's Summary

Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs - creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages.

However, use of the tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing and service efforts.

With Engage! as your guide, you can effectively compete in this new era of digital Darwinism while engendering the support of online champions. Social and participatory media significantly contribute to the success of every modern business, and with this book, you will find out how to:

  • Create a space in the online ecosystem that truly represents your business and cultivates your customers' loyalty and trust
  • Participate in the unique culture of each available social media platform to engage your customers
  • Establish an organizational structure that constantly targets the next new media trend
  • Attract online champions and change agents who will uncover the social networks you need to reach and the influencers who will help build your reputation in the networked world
  • Consistently adapt your company to market needs and trends based on the invaluable connections you forge and the empathy and insight you garner in the process

©2010 Brian Solis (P)2010 Audible, Inc

What the Critics Say

"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)

"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)

What Members Say

Average Customer Rating

3.3 (42 )
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3.6 (17 )
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Performance
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  •  
    Carol United States 11-07-10
    Carol United States 11-07-10
    HELPFUL VOTES
    5
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    "Great book, and Tom Zingarelli is a great narrator"

    This is a great book. Compelling information written in an interesting way. I must admit I have to rewind some to really understand it, but that's okay - it's full of data, and I'm learning a lot. VERY well organized. I was looking for something that would help me see the entire social media landscape in order to help plan a new business vertical for my company, and I picked the right book. This covers it all.


    I would like to say that audio books can be fabulous or completely ruined by the narrator, and Tom Zingarelli has a great combination of verve and neutrality, and he comes across as being genuine. You can't have someone in your ear that sounds like an old announcer who is in love with their own voice and so many narrators do. I'm all for giving old announcers some work (my own father was in radio) but not hour after hour, as intimately associated with your attention as an audiobook.

    More Tom Zingarelli, please!

    5 of 5 people found this review helpful
  •  
    Business Los Angeles, CA, United States 12-07-10
    Business Los Angeles, CA, United States 12-07-10
    HELPFUL VOTES
    5
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    "Painful"

    Was expecting so much more. I endured for 8 hours out of the 13 hours before I just couldn't take it anymore.
    Hardly any concrete examples of how companies are leveraging the Web successfully. I am sure that listening to an audio book on brain surgery will be easier going than this.

    4 of 6 people found this review helpful
  •  
    Christopher CORDOVA, TN, United States 05-13-13
    Christopher CORDOVA, TN, United States 05-13-13
    ratings
    REVIEWS
    3
    1
    Overall
    Performance
    Story
    "Old information read from a text book"
    What would have made Engage! better?

    Strategically and tactically connecting with social media changes too quickly for a book. Stats from 2009 are barely indicative of 2013 and does not reflect the growth of Instagram, Yelp and other platforms.


    What reaction did this book spark in you? Anger, sadness, disappointment?

    Disappointment. The narrator sounds like an old time macro economics professor reading from a text book. For a book titled "Engage", this is not engaging nor is it compelling.


    Any additional comments?

    Waste of time.

    0 of 0 people found this review helpful
  •  
    Kim Irvine, CA, United States 08-01-12
    Kim Irvine, CA, United States 08-01-12 Member Since 2011
    HELPFUL VOTES
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    "Difficult to absorb"
    Would you try another book from Brian Solis and Ashton Kutcher (foreword) and/or Tom Zingarelli?

    No. His style does not work well as a audiobook. Might be better as a normal book.


    What do you think your next listen will be?

    ?


    Would you be willing to try another one of Tom Zingarelli’s performances?

    Maybe.


    You didn’t love this book... but did it have any redeeming qualities?

    I stopped listening, since it required 100% attention, and I generally prefer audio books over normal books, since I can listen while driving etc...


    Any additional comments?

    The book seems to entail a wealth of data and might be perfect with a highlighter in the hand to work through the book. It is very tedious to listen to though, I did not make it through the 2nd chapter.

    1 of 2 people found this review helpful
  •  
    Jonathan Durban, South Africa 01-23-11
    Jonathan Durban, South Africa 01-23-11 Member Since 2010

    Tell us about yourself!

    ratings
    REVIEWS
    5
    1
    Overall
    "Engage"

    This is a must read for anyone involved or wanting to begin Social media marketing.
    I apologize for the lack of a creative title to this review, but I felt that this best echoes the raw theoretical writing of this text. No time is wasted on the florally language of creative stories or enhancing the truth, the ideas are presented as if you were reading/listening to a text book (an MBA on Social Media Marketing). This style will work for those that are interested in being educated and not merely entertained, although the raw facts should be entertaining enough. It is designed for those needing an understanding the social science, both scientific and philosophical of Social Media Marketing. I am currently undergoing a second (some passages a third/fourth) read of because there is so much information packed into this "course", so this review may need to be changed or updated as I come into further understanding. For now though, this is definitely the most in-depth text that I have come across and I recommend it to any person or brand leader entering or already involved in this field.

    0 of 0 people found this review helpful
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  • Donnie
    GlasgowUnited Kingdom
    2/25/11
    Overall
    "Great content, but why so pretentious?"

    Brian Solis is a very highly regarded experts on new and social media. I was looking forward to listening to his book, but after the first 20 minutes, I actually felt sorry for the narrator! The book/script has been written in unnecessarily complex and over-the-top language, that it just comes across as pretentious.

    I know that Brian is will be an intelligent man, but I believe it would have been more worthwhile and thoughtful to make the book punchy and easy to follow, rather than trying to impress people with his mastery of English language.
    Good content, but this really did put me off.

    Keep it simple, if you're going to do another book, Brian. And get over yourself, if you think it's clever to try to impress people with your lexicon. Ironically, he advises people to get their point across clearly and concisely, but does the exact opposite.

    0 of 0 people found this review helpful
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