Engage!
Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web is a bestselling book by speaker, digital analyst, and author Brian Solis. In Engage!, Solis diagnoses the new world of social media, mobile and how businesses and individuals can best market their products or services.Actor Ashton Kutcher wrote the foreword.
Synopsis
The first half of Engage! introduces social media entities such as Facebook, YouTube, and Twitter, with chapters labeled "The New Media University: Social Media" 101, 201, 202, etc., all the way until "MBA Program—Second Year." Solis uses this university metaphor to help anyone at any place in their career start where they need to and go back and study the basics as necessary.
The second half of Engage! explores how to start social media programs, how to sell the program once started, and how to measure return on investment (ROI). Solis also explores the murky separation of personal and professional interactions in social media. He argues that social media channels are being used to broadcast in a one-to-many format not unlike traditional format before it. He believes that the formula for social media is instead one-to-one-to many, which will yield many to many.
