My friends over at Wiley Publishing alerted me to some good news today. If you own an iPad or iPhone, Engage! is now available in the Apple iBookstore.
Now is the time for businesses to shift from experimenting with social media to strategically designing and measuring campaigns that contribute to brand resonance, positive sentiment, advocacy, and most importantly, the bottom line. While many books, talk about social media as something that businesses need to embrace, most leave marketers wondering what they need to do and how this information applies to them
I recently hosted a discussion on the need to lessen, not eliminate, the emphasis we place on the social media case studies and “how to” posts that are now universal, as they won’t apply to the specific circumstances or context of our challenges, opportunities, and market dynamics. I believe that we should use them solely for inspiration, but not as templates for our work. The best advice that I or anyone for that matter, can offer, lies in our ability to help you define the questions you must ask and answer yourself.
Every now and then, I’m asked to answer questions for other blogs and media outlets – more so lately due in part to the recent release of Engage!
The conversations that always trigger new insights, ideas, or perspectives and sometimes, I believe that the discussion is worth sharing with you, here. This is one such discussion hosted by my friend in Belgium, Jean-Paul De Clerck.
In January 2010, nearly 75 million people visited Twitter according to comScore. While that number seems remarkable, it represents only a fraction of what’s realistically attainable. I believe that Twitter’s growth, to date, is hindered not by its ambition nor potential, but by the company’s ongoing focus on competing priorities rather than showcasing how users can effectively communicate and excel on this unique platform. But that’s all about to change…
Dan Schwabel is not only a personal branding expert, he’s someone I’ve come to know and respect over the years…and definitely someone I consider a friend. We recently sat down to discuss Engage and the resulting interaction culminated in a wonderful discussion that explored the state of professional and personal branding in the era of new media.
How do you define “Engage” and do you believe that people and business that fail to engage will cease to exist in the next decade?
Good friend JD Lasica asked me to answer some fantastic questions for a post he published in celebration of Engage. I poured so much of myself into the responses, that I felt it was worth sharing here with you as well.
One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting social architecture and the engineering that connects people to other people strategically, enthusiasm and support typically derail when examining the resources and the commitment required to rhythmically produce, distribute, and support content.
Perhaps the most difficult aspects of Social Media to embrace are the changes in our behavior and overall philosophy it necessitates in order to earn relevance and ultimately prominence in consumer hearts, minds, and markets.
Simply put, Social Media makes us vulnerable and officially ends an era of perceived control threaded by the illusion of invincibility.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.