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

More About This Title Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

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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.
  • English

English

Foreword Ashton Kutcher ix

Preface xi

Introduction: Welcome to the Revolution xiii

PART I THE NEW REALITY OF MARKETING AND CUSTOMER SERVICE

Chapter 1 The Social Media Manifesto: Engage or Die 3

Chapter 2 The Case for Socializing Media, by the Numbers 17

PART II FOREVER STUDENTS OF NEW MEDIA

Chapter 3 The New Media University: Social Media 101 33

Chapter 4 The New Media University: Social Media 201 40

Chapter 5 The New Media University: Social Media 202 52

Chapter 6 The New Media University: Social Media 203 62

Chapter 7 The New Media University: Social Media 301 73

Chapter 8 The New Media University: Social Media 302 82

Chapter 9 The New Media University: Social Media 303 95

Chapter 10 The New Media University: Social Media 401 104

Chapter 11 The New Media University: Social Media 402 113

Chapter 12 The New Media University: Social Media 403 128

Chapter 13 The New Media University: MBA Program—First Year 138

Chapter 14 The New Media University: MBA Program—Second Year 152

PART III BRAND REPRESENTATIVE VERSUS THE BRAND YOU

Chapter 15 Fusing the “Me” in Social Media and the "We" in the Social Web 163

Chapter 16 Learning and Experimentation Lead to Experience 173

PART IV WE ARE THE CHAMPIONS

Chapter 17 Defining the Rules of Engagement 181

Chapter 18 The Conversation Prism: How to Listen 206

Chapter 19 Unveiling the New Influencers 228

PART V THE SOCIAL ARCHITECT: DEVELOPING A BLUEPRINT FOR NEW MARKETING

Chapter 20 The Human Network 243

Chapter 21 The Social Marketing Compass: Creating a Social Media Plan 268

Chapter 22 Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs 281

PART VI A LITTLE LESS CONVERSATION, A LITTLE MORE ACTION: RISING ABOVE THE NOISE

Chapter 23 A Tale of Two Cities: Social CRM and Relationship Management 297

Chapter 24 The Contrast between Earned and Paid: When Paying for Friends Makes Cents 312

Chapter 25 The New Media Scorecard: Measuring Investment Returns 321

Conclusion 347

Glossary 349

Notes 357

Index 371

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