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

by Brian Solis; Foreword by: Ashton Kutcher

• ISBN13: 9780470619711
• ISBN10: 0470619716
• Format: eBook
• Copyright: 2010-02-01
• Publisher: Wiley

Summary

The ultimate guide to branding and building your business in the era of the Social Web?revised and updated with a Foreword by Ashton KutcherEngage! 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 mediaToday, 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

Preface

Introduction: Welcome to the Revolution

The New Reality of Marketing and Customer Service

The Social Media Manifesto: Engage or Die

The Case for Socializing Media, by the Numbers

Forever Students of New Media

The New Media University: Social Media 101

The New Media University: Social Media 201

The New Media University: Social Media 202

The New Media University: Social Media 203

The New Media University: Social Media 301

The New Media University: Social Media 302

The New Media University: Social Media 303

The New Media University: Social Media 401

The New Media University: Social Media 402

The New Media University: Social Media 403

The New Media University: MBA Program-First Year

The New Media University: MBA Program-Second Year

Brand Representative Versus The Brand You

Fusing the "Me" in Social Media and the "We" in the Social Web

Learning and Experimentation Lead to Experience

We Are The Champions

Defining the Rules of Engagement

The Conversation Prism: How to Listen

Unveiling the New Influencers

The Social Architect: Developing A Blueprint for New Marketing

The Human Network

The Social Marketing Compass: Creating a Social Media Plan

Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs

A Little Less Conversation, A Little More Action: Rising Above The Noise

A Tale of Two Cities: Social CRM and Relationship Management

The Contrast between Earned and Paid: When Paying for Friends Makes Cents

The New Media Scorecard: Measuring Investment Returns

Conclusion

Glossary

Notes

Index

Table of Contents provided by Publisher. All Rights Reserved.