Engage!

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

Author| Brian Solis
Language| English
Subject| Business, Social media, Marketing
Genre| Non-fiction
Publisher| John Wiley & Sons

Publication date

| March 8, 2010
Publication place| United States
Pages| 400
ISBN| 978-1-118-00376-3
Preceded by| Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
Followed by| The End of Business as Usual: Rewire the Way You Work to Succeed in the Consumer Revolution

Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web is a book by digital analyst Brian Solis.[1][2][3][4] In Engage!, Solis provides an in-depth analysis of social media as a tool used in businesses. He focuses on how to leverage it to be successful in the world of business. In other words, Solis brings forth the tips that people can use to best market their products or services.[5][6] Actor Ashton Kutcher wrote the foreword.[7]

## Synopsis

[edit]

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."[8] 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.[8][9]

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).[10] Solis also explores the murky separation of personal and professional interactions in social media.[11][12] 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.

Worksheets to assist planning and brand management are included.[13]

In all, Engage! is separated into six parts:

* Part I: The New Reality of Marketing and Customer Service
* Part II: Forever Students of New Media
* Part III: Brand Representative Versus The Brand of You
* Part IV: We Are the Champions
* Part V: The Social Architect: Developing a Blueprint for New Marketing
* Part VI: A Little Less Conversation, A Little More Action: Rising Above the Noise[14]

## Reception

[edit]

Reference & Research Book News said the book has "a clear and persuasive style" in educating the reader on how to leverage social media for business and marketing purposes.[15] In a positive review, P.G. Kishel of Choice wrote, "The book is well organized and does a good job of describing who the players are in the new media universe."[16] Harvard Journal of Hispanic Policy reviewer Bessie King found the book to be "an elaborate and rich text that will build your character when taking the plunge to implement or defend a social media campaign".[17]

Journal of Advertising Research's Lynne D. Johnson thought the book had "clear, concise language" and liked the numerous "marketing secrets" the book shares, concluding, "If I were teaching social media to a group of MBA students, Engage! would definitely be my text of choice."[18] In a mixed review, Stephanie O'Donohoe of the International Journal of Advertising liked Solis's "rich and detailed handbook". She criticized the book having areas that would "jar" readers such as "several uninformative section and chapter headings, a few indigestible chunks of management-speak, and some exhortations that may alienate rather than inspire".[19]

Engage! was a Top 10 Business Bestseller at Business Standard and an 800CEORead Business Book Bestseller at Inc.[20][21]

## References

[edit]

1. ^ Brooks, Rich (April 15, 2010). "Is SMO (Social Media Optimization) The New SEO?". Fast Company.
2. ^ Lazar, Shira (18 November 2011). "Brian Solis on Five Common Social Media Mistakes and How to Avoid Them". Entrepreneur Magazine.
3. ^ Rowse, Darren (July 1, 2010). "4 Resources to Build Your Blogging Business". ProBlogger.
4. ^ Solis, Brian (April 23, 2010). "21 Twitter Tips From Socially Savvy Companies". Fast Company.
5. ^ Boog, Jason (July 7, 2010). "Social Media Tips from Brian Solis". MediaBistro. Archived from the original on 2014-05-18.
6. ^ Steinberg, Scott. "Now You're In Business". American Way.
7. ^ Myers, Courtney Boyd (April 14, 2011). "An Interview with Brian Solis". TNW Social Media.
8. ^ a b Jalichandra, Richard (June 2, 2010). "Engage or Die: The Impact of Social Media in Business". Technorati. Archived from the original on 2014-05-18.
9. ^ Thomas, Jesse (April 12, 2012). "Engagement Ain't Nothin' But A Number: Brian Solis on Connected Customers". Forbes.
10. ^ Weinberger, Joshua (August 2010). "Influential Leaders: The Engager". CRM.
11. ^ Basich, Teresa (April 2, 2010). "Recap: Engage With Brian Solis". MarketingCloud.
12. ^ Berto, Eric (April 5, 2010). "Let's get engaged". PRBreakfastClub.com.
13. ^ Garland, David. "Measurable Marketing & Digital Strategy — Featured Interview with Brian Solis". RiseToTheTop.com.
14. ^ Solis, Brian (2010). Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley. pp. 400. ISBN 978-0470571095.
15. ^ "Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web". Reference & Research Book News. Vol. 25, no. 2\. Copyright Clearance Center. May 2010. Archived from the original on 2025-02-16. Retrieved 2025-02-16 - via Gale.
16. ^ Kishel, P.G. (September 2010). "Soils, Brian. Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web". Choice. Archived from the original on 2025-02-16. Retrieved 2025-02-16 - via Gale.
17. ^ King, Bessie (2012). "Understanding the Business-Social Media Relationship: A Review of Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web". Harvard Journal of Hispanic Policy. 24. Archived from the original on 2025-02-16. Retrieved 2025-02-16 - via Gale.
18. ^ Johnson, Lynne D. (June 2010). "Customer Engagement Is The New Marketing". Journal of Advertising Research. Vol. 50, no. 2\. pp. 118–119\. doi:10.2501/S0021849910091270. ISSN 0021-8499. EBSCOhost 52226901.118-119&rft.date=2010-06&rft_id=info:doi/10.2501/S0021849910091270&rft.issn=0021-8499&rft.aulast=Johnson&rft.aufirst=Lynne+D.&rfr_id=info:sid/en.wikipedia.org:Engage!" class="Z3988">
19. ^ O'Donohoe, Stephanie (August 2010). "Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web". International Journal of Advertising. Vol. 29, no. 3\. pp. 505–507\. doi:10.2501/S0265048710201300. EBSCOhost 53570027.505-507&rft.date=2010-08&rft_id=info:doi/10.2501/S0265048710201300&rft.aulast=O'Donohoe&rft.aufirst=Stephanie&rfr_id=info:sid/en.wikipedia.org:Engage!" class="Z3988">
20. ^ "The top 10 business bestsellers". Business Standard. April 19, 2010.[permanent dead link‍]
21. ^ "The Business Bestseller List". Inc.

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