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

This title includes a foreword by Ashton Kutcher. What if you had an instruction manual for Social Media? Now you do. "Engage" is the ultimate guide to branding and building your business in the era of the Social Web. "Engage" thoroughly examines the social media landscape and how to effectively use it in business - one network and one tool at a time. The guide for branding your business in the era of the social web, this book leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts, and ultimately increase profits. This title includes everything you need to know about social media marketing, starting with where you need to start and how to determine which social networks to participate in and why. It discusses: how to come up with effective ideas based on the proven examples of other peers and companies; how to get buy-in from the team; ways to establish a supportive ecosystem for these new activities. It offers: specific advice for building a brand and communities in each network; direction in participating in each network in ways that benefit your personal and professional brands; keys to increasing revenue and inspiring action based on goals. It also discusses defining and measuring ROI and adapting it to existing benchmarks and metrics, while defining new methods for measuring success over time. It contains advice for creating new opportunities and marketing programs using lessons learned in social media. This is the first book that includes everything readers need to learn, begin, and accelerate effective social media programs. Readers will walk away with everything they need to know in order to turn the Social Web into a powerful tool for branding and building their businesses.

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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 briansolis.com.

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Foreword. 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.

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