From the Inside Flap
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!
From the Back Cover
The ultimate guide to branding and building your business in the era of the Social Web
"The road from where you are to your business' future is neither paved nor marked. It's yours to discover, and this book is your compass to leadership."
—Peter Guber, CEO, Mandalay Entertainment Group
"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 has forever changed the way businesses and customers communicate and also the way customers make their decisions. With networks like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests and goals—creating communities that shape the perception of brands.
Engage! tells you how to reach customers where they go for information and how to build valuable relationships that will also shape the future of your business. This revised paperback edition, with a Foreword by Ashton Kutcher, dubbed "Mr. Social" by Fast Company magazine, describes the steps required for conceptualizing, implementing, managing, and measuring a social media program.
With this book, you will find out how to:
Create a welcoming online space that cultivates your customers' loyalty and trust
Attract online champions and influencers who will help build your reputation and increase attention
Understand and adapt to market needs based on the insights you gain from engagement
Measure your success and ROI
Your customers are waiting to hear from you.