Retail Price: $24.95 LS Price: $16.95 You Save: $8.00 (32%) Availability: Usually ships within 24 hours. Format: Hardcover, 400pp. ISBN: 9780470571095 Publisher: Wiley Pub. Date: March 8, 2010 Average Customer Review:

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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

There are thousands of customers waiting to hear from you about your business and vision. It's the minimum ante to create a vibrant and loyal online community. When you engage, you will build an authoritative social network that increases your visibility, relevance, influence, and profitability. It's time to Engage!

"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."

—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet

"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

"The power of the top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust."

—Guy Kawasaki, cofounder, Alltop

"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

"Before Solis, I was cluelessly competing in the attention economy of the twenty-first century. Solis's Engage provides me with the intellectual capital to build relevancy amidst our cacophonous culture. This book is worth its weight in attention—the digital gold of the twenty-first century."

—Andrew Keen, author of the international hit Cult of the Amateur: How Today's Internet Is Killing Our Culture

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.

	Foreword
	Preface
	Introduction: Welcome to the Revolution
	Part One: The New Reality of Marketing and Customer Service
1	The Social Media Manifesto: Engage or Die
2	The Case for Social Media, by the Numbers
	Part Two: Forever Students of New Media
3	New Media University: Social Media 101
4	New Media University: Social Media 201
5	New Media University: Social Media 202
6	New Media University: Social Media 203
7	New Media University: Social Media 301
8	New Media University: Social Media 302
9	New Media University: Social Media 303
10	New Media University: Social Media 401
11	New Media University: Social Media 402
12	New Media University: Social Media 403
13	New Media University: MBA, Year One
14	New Media University: MBA, Year Two
	Part Three: Brand Representative vs the Brand You
15	Managing the “Me” in Social Media and the “We” in the Social Web
16	Learning and Experimentation Lead to Experience
	Part Four: We Are the Champions
17	Defining the Rules of Engagement
18	The Conversation Prism: Listeners Make the Best Conversationalists
19	Unveiling the New Influencers: We Are Media
	Part Five: The Social Architect: Developing a Blueprint for New Marketing
20	The Human Network
21	Social Marketing Compass: Creating a Social Media Plan
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
23	A Tale of Two Cities: Social CRM and Relationship Management
24	The Contrast between Earned and Paid: When Paying for Friends Makes Cents
25	The New Media Scorecard: Measuring Investment Returns
	Conclusion
	Glossary
	Notes
	Index

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