Engage!
{{Infobox book
| name = Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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| image = Engage! -- book cover.jpg
| image_size = 220px
| caption =
| author = Brian Solis
| illustrator =
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| country = United States
| language = English
| series =
| subject = Business, Social media, Marketing
| genre = Non-fiction
| publisher = John Wiley & Sons
| release_date = March 8, 2010
| english_release_date =
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| pages = 400
| isbn = 978-1-118-00376-3
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| congress =
| oclc =
| 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.{{cite news |url=http://www.fastcompany.com/1616964/smo-social-media-optimization-new-seo |title=Is SMO (Social Media Optimization) The New SEO? |author=Brooks, Rich |publisher=Fast Company |date=April 15, 2010}}{{cite web|last=Lazar|first=Shira|title=Brian Solis on Five Common Social Media Mistakes and How to Avoid Them|date=18 November 2011 |url=http://www.entrepreneur.com/blog/220763|publisher=Entrepreneur Magazine}}{{cite web |url=http://www.problogger.net/archives/2010/07/01/4-resources-to-build-your-blogging-business/ |title=4 Resources to Build Your Blogging Business |author=Rowse, Darren |publisher=ProBlogger |date=July 1, 2010}}{{cite news |url=http://www.fastcompany.com/1625255/21-twitter-tips-socially-savvy-companies |title=21 Twitter Tips From Socially Savvy Companies |author=Solis, Brian |publisher=Fast Company |date=April 23, 2010}} 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.{{cite web|url=http://www.mediabistro.com/news/media_menu/social_media_tips_from_brian_solis_166858.asp |title=Social Media Tips from Brian Solis |author=Boog, Jason |publisher=MediaBistro |date=July 7, 2010 |url-status=dead |archiveurl=https://web.archive.org/web/20140518180151/http://www.mediabistro.com/news/media_menu/social_media_tips_from_brian_solis_166858.asp |archivedate=2014-05-18 }}{{cite news |url=http://hub.aa.com/en/aw/iphone-free-online-tools-online-magazines-electronic-parts-and-devices |title=Now You're In Business |author=Steinberg, Scott |publisher=American Way}} Actor Ashton Kutcher wrote the foreword.{{cite news |title=An Interview with Brian Solis |author= Myers, Courtney Boyd |url=https://thenextweb.com/socialmedia/2011/04/13/interview-brian-solis-on-publishing-a-book-in-the-era-of-realtime/ |work=TNW Social Media |date=April 14, 2011}}
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."{{cite web|url=http://technorati.com/business/advertising/article/engage-or-die-the-impact-of/ |title=Engage or Die: The Impact of Social Media in Business |author=Jalichandra, Richard |publisher=Technorati |date=June 2, 2010 |url-status=dead |archiveurl=https://web.archive.org/web/20140518173923/http://technorati.com/business/advertising/article/engage-or-die-the-impact-of/ |archivedate=2014-05-18 }} 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.{{cite news |url=https://www.forbes.com/sites/jessethomas/2012/04/12/engagement-aint-nothin-but-a-number-brian-solis-on-connected-customers/ |title=Engagement Ain't Nothin' But A Number: Brian Solis on Connected Customers |author=Thomas, Jesse |work=Forbes |date=April 12, 2012}}
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).{{cite news |url=http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Influential-Leaders-The-Engager-69305.aspx |title=Influential Leaders: The Engager |author=Weinberger, Joshua |publisher=CRM |date=August 2010}} Solis also explores the murky separation of personal and professional interactions in social media.{{cite web |url=http://www.radian6.com/blog/2010/04/webinar-recap-engage-with-brian-solis |title=Recap: Engage With Brian Solis |author=Basich, Teresa |publisher=MarketingCloud |date=April 2, 2010}}{{cite web |url=http://prbreakfastclub.com/2010/04/05/lets-get-engaged/ |title=Let's get engaged |author=Berto, Eric |publisher=PRBreakfastClub.com |date=April 5, 2010}} 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.{{cite web |url=http://www.therisetothetop.com/interviews-guests/measurable-marketing-featured-interview-brian-solis/ |title=Measurable Marketing & Digital Strategy — Featured Interview with Brian Solis |author=Garland, David |publisher=RiseToTheTop.com}}
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{{cite book|last=Solis|first=Brian|title=Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web|year=2010|publisher=Wiley|isbn=978-0470571095|pages=[https://archive.org/details/engagecompletegu0000soli/page/400 400]|url-access=registration|url=https://archive.org/details/engagecompletegu0000soli/page/400}}
Reception
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.{{cite news |date=May 2010 |title=Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web |url=https://link.gale.com/apps/doc/A225460097/AONE?u=wikipedia&sid=bookmark-AONE&xid=f7537ac6 |work=Reference & Research Book News |publisher=Copyright Clearance Center |via=Gale |volume=25 |number=2 |accessdate=2025-02-16 |archiveurl=https://archive.today/20250216012719/https://go.gale.com/ps/i.do?p=AONE&u=wikipedia&id=GALE%7CA225460097&v=2.1&it=r&sid=bookmark-AONE&asid=f7537ac6 |archivedate=2025-02-16 }} 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."{{cite magazine |last=Kishel |first=P.G. |date=September 2010 |title=Soils, Brian. Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web |url=https://link.gale.com/apps/doc/A249057703/AONE?u=wikipedia&sid=bookmark-AONE&xid=8181cc4b |magazine=Choice |via=Gale |accessdate=2025-02-16 |archiveurl=https://archive.today/20250216012740/https://go.gale.com/ps/i.do?p=AONE&u=wikipedia&id=GALE%7CA249057703&v=2.1&it=r&sid=bookmark-AONE&asid=8181cc4b |archivedate=2025-02-16 }} 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".{{cite journal |last=King |first=Bessie |date=2012 |title=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 |url=https://link.gale.com/apps/doc/A312172981/AONE?u=wikipedia&sid=bookmark-AONE&xid=977eaa77 |journal=Harvard Journal of Hispanic Policy |volume=24 |via=Gale |accessdate=2025-02-16 |archiveurl=https://archive.today/20250216013153/https://go.gale.com/ps/i.do?p=AONE&u=wikipedia&id=GALE%7CA312172981&v=2.1&it=r&sid=bookmark-AONE&asid=977eaa77 |archivedate=2025-02-16 }}
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."{{cite news |last=Johnson |first=Lynne D. |date=June 2010 |title=Customer Engagement Is The New Marketing |journal=Journal of Advertising Research |issn=0021-8499 |volume=50 |number=2 |pages=118–119 |id={{EBSCOhost|52226901}} |doi=10.2501/S0021849910091270 }} 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".{{cite news |last=O'Donohoe |first=Stephanie |date=August 2010 |title=Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web |journal=International Journal of Advertising |volume=29 |number=3 |pages=505–507 |id={{EBSCOhost|53570027}} |doi=10.2501/S0265048710201300 }}
Engage! was a Top 10 Business Bestseller at Business Standard and an 800CEORead Business Book Bestseller at Inc.{{cite news |title=The top 10 business bestsellers |newspaper=Business Standard |date=April 19, 2010 |url=http://www.business-standard.com/india/news/the-top-10-business-bestsellers… }}{{Dead link|date=December 2019 |bot=InternetArchiveBot |fix-attempted=yes }}{{cite news |url=https://www.flickr.com/photos/briansolis/5843693096/ |title=The Business Bestseller List |publisher=Inc.}}
References
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Category:2010 non-fiction books
Category:American non-fiction books
Category:Wiley (publisher) books
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