''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. In ''Engage!'', Solis provides an in-depth analysis of

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

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.

Actor An actor or actress is a person who portrays a character in a performance. The actor performs "in the flesh" in the traditional medium of the theatre or in modern media such as film, radio, and television. The analogous Greek term is (), li ...

Ashton Kutcher Christopher Ashton Kutcher (; born February 7, 1978) is an American actor, producer, entrepreneur, and former model. He is the recipient of various accolades, including a People's Choice Award, and nominations for two Young Artist Awards, a S ...

wrote the

foreword A foreword is a (usually short) piece of writing, sometimes placed at the beginning of a book or other piece of literature. Typically written by someone other than the primary author of the work, it often tells of some interaction between the ...

Synopsis

The first half of ''Engage!'' introduces social media entities such as

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin M ...

YouTube YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by ...

, and

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

, 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 Return on investment (ROI) or return on costs (ROC) is a ratio between net income (over a period) and investment (costs resulting from an investment of some resources at a point in time). A high ROI means the investment's gains compare favourably ...

(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. Worksheets to assist planning and

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

management are included. 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

Reception

Apple Fellow Apple Inc. is an American multinational technology company headquartered in Cupertino, California, United States. Apple is the largest technology company by revenue (totaling in 2021) and, as of June 2022, is the world's biggest company b ...

Guy Kawasaki Guy Kawasaki (born August 30, 1954) is an American marketing specialist, author, and Silicon Valley venture capitalist. He was one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984. He popularized ...

Craigslist Craigslist (stylized as craigslist) is an American classified advertisements website with sections devoted to jobs, housing, for sale, items wanted, services, community service, Gig worker, gigs, résumés, and discussion forums. Craig Newmark ...

founder

Craig Newmark Craig Alexander Newmark (born December 6, 1952) is an American internet entrepreneur and philanthropist best known as the founder of the classifieds website Craigslist. Prior to founding Craigslist, he worked as a computer programmer for companie ...

, and author

Andrew Keen Andrew Keen (born c. 1960Saracevic, Alan T. (15 October 2006)Debate 2.0 / Weighing the merits of the new Webocracy.''San Francisco Chronicle'' ("Age: 46")) is a British-American entrepreneur and author. He is particularly known for his view tha ...

blurbed the book. Newmark said, "''Engage!'' gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy." ''Engage!'' was a Top 10 Business Bestseller at ''

Business Standard ''Business Standard'' is an Indian English-language daily edition newspaper published by Business Standard Private Limited, also available in Hindi. Founded in 1975, the newspaper covers the Indian economy, infrastructure, international busine ...

'' and an 800CEORead Business Book Bestseller at '' Inc.''

References

2010 non-fiction books American non-fiction books Wiley (publisher) books {{business-book-stub