{"product_id":"engage-9781118003763","title":"Engage","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe ultimate guide to branding and building your business in the era of the Social Web   revised and updated with a Foreword by Ashton Kutcher   Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business   one network and one tool at a time.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword Ashton Kutcher xiii  \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eIntroduction Welcome to the Revolution xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Social Media Manifesto 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Socialization of Media is Years in the Making 1\u003c\/p\u003e \u003cp\u003eThe Future of Business is Already Here 3\u003c\/p\u003e \u003cp\u003eWe are the Champions, We are not Messengers 4\u003c\/p\u003e \u003cp\u003eConversations Happen with or without You 5\u003c\/p\u003e \u003cp\u003eSocial Media is One Component of a Broader\u003c\/p\u003e \u003cp\u003eCommunications and Marketing Strategy 6\u003c\/p\u003e \u003cp\u003eBuilding a Bridge between You and Your Customers 7\u003c\/p\u003e \u003cp\u003eBeing Human versus Humanizing Your Story 8\u003c\/p\u003e \u003cp\u003eSocial Science is no Longer an Elective 9\u003c\/p\u003e \u003cp\u003eYou are not Alone 11\u003c\/p\u003e \u003cp\u003eNotes 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Making the Case for Social Media: The Five Ws\u003c\/b\u003e\u003cb\u003e+H+E 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of \u003ci\u003eUnmarketing\u003c\/i\u003e 13\u003c\/p\u003e \u003cp\u003ePeople Influence Buying Decisions, Online and Offline 15\u003c\/p\u003e \u003cp\u003eThe Democratization and Socialization of Branded Media 15\u003c\/p\u003e \u003cp\u003eNotes 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The New Media University 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntegrated Marketing: The Tools 19\u003c\/p\u003e \u003cp\u003eDefining Social Media 20\u003c\/p\u003e \u003cp\u003eWhen Words Lose Their Meaning 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogs 26\u003c\/p\u003e \u003cp\u003eBlog Example: Southwest Airlines and Dell 29\u003c\/p\u003e \u003cp\u003ePodcasts 30\u003c\/p\u003e \u003cp\u003ePodcast Examples: Fidelity Investments 31\u003c\/p\u003e \u003cp\u003eWikis 31\u003c\/p\u003e \u003cp\u003eWiki Example: Oracle 32\u003c\/p\u003e \u003cp\u003eNotes 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCrowd-Sourced Content Communities 33\u003c\/p\u003e \u003cp\u003eSocial Calendars and Events 35\u003c\/p\u003e \u003cp\u003eLivecasting 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The New Media University 301: Images and Multimedia 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImages 39\u003c\/p\u003e \u003cp\u003eImages Example: JetBlue and the American Red Cross on Flickr 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Dashboards 43\u003c\/p\u003e \u003cp\u003eSocial Networks 46\u003c\/p\u003e \u003cp\u003eBranded and Purpose-Driven Social Networks 47\u003c\/p\u003e \u003cp\u003eBranded Social Network Examples: Panasonic Living in HD 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMicroblogs, Microcommunities 51\u003c\/p\u003e \u003cp\u003eTop 10 Monetization Trends for Social Media and Microcommunities 52\u003c\/p\u003e \u003cp\u003eTips for Twitter and Social Media for Socially Savvy Businesses 53\u003c\/p\u003e \u003cp\u003eNote 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGeo Location and Mobile Networking 63\u003c\/p\u003e \u003cp\u003eVideo Broadcast Networks 65\u003c\/p\u003e \u003cp\u003eVideo Example: Home Depot 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Objects 71\u003c\/p\u003e \u003cp\u003eGetting Noticed: Social Media Optimization a New Chapter of SEO 73\u003c\/p\u003e \u003cp\u003eWhat is Social Media Optimization? 74\u003c\/p\u003e \u003cp\u003eTitles 75\u003c\/p\u003e \u003cp\u003eDescriptions 75\u003c\/p\u003e \u003cp\u003eTags 75\u003c\/p\u003e \u003cp\u003eContent Distribution 76\u003c\/p\u003e \u003cp\u003eLinks 77\u003c\/p\u003e \u003cp\u003eLiking: Micro Acts of Appreciation Yield Macro Impacts 78\u003c\/p\u003e \u003cp\u003eNotes 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing a Syndication Network 81\u003c\/p\u003e \u003cp\u003eSyndicating Social Objects: An Illustration 82\u003c\/p\u003e \u003cp\u003eChanneling Illustration: An Activity Stream 83\u003c\/p\u003e \u003cp\u003eAggregation: Assembling the Pieces 84\u003c\/p\u003e \u003cp\u003eExample of Activity Stream 85\u003c\/p\u003e \u003cp\u003eIn-Network Aggregation 86\u003c\/p\u003e \u003cp\u003eSyndication: Webcasting Social Objects 87\u003c\/p\u003e \u003cp\u003eAutoposts and Syndication 88\u003c\/p\u003e \u003cp\u003eDon’t Cross the Streams 88\u003c\/p\u003e \u003cp\u003eDestination Unknown: Defining the Journey through Your Experience 89\u003c\/p\u003e \u003cp\u003eNotes 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing an Online Presence and Defining the Brand Persona 97\u003c\/p\u003e \u003cp\u003eOnline Profiles Speak Volumes about You and Your Brand 98\u003c\/p\u003e \u003cp\u003eMultiple Personality Disorder 99\u003c\/p\u003e \u003cp\u003eMultiple Personality Order 99\u003c\/p\u003e \u003cp\u003eDiscovery and Actualization 101\u003c\/p\u003e \u003cp\u003eShaping the Brand Persona 102\u003c\/p\u003e \u003cp\u003eThe Center of Gravity: Core Values 103\u003c\/p\u003e \u003cp\u003eBrand Pillars 104\u003c\/p\u003e \u003cp\u003eBrand Characteristics 104\u003c\/p\u003e \u003cp\u003ePromise 104\u003c\/p\u003e \u003cp\u003eBrand Aspirations 105\u003c\/p\u003e \u003cp\u003eOpportunities 105\u003c\/p\u003e \u003cp\u003eCulture 105\u003c\/p\u003e \u003cp\u003ePersonality 106\u003c\/p\u003e \u003cp\u003eNotes 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Introversion to Extroversion 107\u003c\/p\u003e \u003cp\u003eThe Now Web 108\u003c\/p\u003e \u003cp\u003eThe Rise of the Statusphere 109\u003c\/p\u003e \u003cp\u003eNews No Longer Breaks, It Tweets 110\u003c\/p\u003e \u003cp\u003eThe Attention Rubicon 111\u003c\/p\u003e \u003cp\u003eChanneling Our Focus: The Attention Dashboard 114\u003c\/p\u003e \u003cp\u003eThe Social Effect: The Future of Branding and Word of Mouth Marketing 115\u003c\/p\u003e \u003cp\u003eNotes 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 The New Media University 1101: Social Landscape and Initiatives 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImproving the Signal-to-Noise Ratio 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Fusing the Me in Social Media and the We in the Social Web 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCasting a Digital Shadow: Your Reputation Precedes You 121\u003c\/p\u003e \u003cp\u003eDefining Your Online Persona 123\u003c\/p\u003e \u003cp\u003eYour Brand versus the Brands You Represent 123\u003c\/p\u003e \u003cp\u003eManaging Your Online Reputation 124\u003c\/p\u003e \u003cp\u003eWe are all Brand Managers 125\u003c\/p\u003e \u003cp\u003eNote 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Learning and Experimentation Lead to Experience 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecoming the Expert 127\u003c\/p\u003e \u003cp\u003eYou’re the Real Thing 128\u003c\/p\u003e \u003cp\u003eWhen POV Becomes a Point of Validation 129\u003c\/p\u003e \u003cp\u003eLet’s Talk About Meaningful Exchanges 129\u003c\/p\u003e \u003cp\u003eWho Owns Social Media? 130\u003c\/p\u003e \u003cp\u003eGetting Down to Business 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Defining the Rules of Engagement 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInside the Outside: Assessing Threats and Opportunities 134\u003c\/p\u003e \u003cp\u003ePolicies and Guidelines 136\u003c\/p\u003e \u003cp\u003eExample Guidelines and Policies 141\u003c\/p\u003e \u003cp\u003eThe Louisiana Purchase and the Great Brand Grab 148\u003c\/p\u003e \u003cp\u003eRules of Engagement 150\u003c\/p\u003e \u003cp\u003eIntel’s Digital IQ Program 152\u003c\/p\u003e \u003cp\u003eWith Social Media Comes Great Responsibility 154\u003c\/p\u003e \u003cp\u003eNotes 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 The Conversation Prism 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eI’m Your Customer . . . Remember Me? 157\u003c\/p\u003e \u003cp\u003eThe Value Cycle: You, Me, and Mutual Value 159\u003c\/p\u003e \u003cp\u003eThe Conversation Prism 160\u003c\/p\u003e \u003cp\u003eThe Art and Science of Listening and Monitoring 164\u003c\/p\u003e \u003cp\u003eListeners Make the Best Conversationalists 165\u003c\/p\u003e \u003cp\u003eCharting a Social Map 166\u003c\/p\u003e \u003cp\u003eConversation Workflow 167\u003c\/p\u003e \u003cp\u003eTaking Center Stage 167\u003c\/p\u003e \u003cp\u003eLevel One: The Epicenter 168\u003c\/p\u003e \u003cp\u003eCharting the Course 170\u003c\/p\u003e \u003cp\u003eEstablishing a Conversation Index 171\u003c\/p\u003e \u003cp\u003eThe Community Starts Within 171\u003c\/p\u003e \u003cp\u003eNotes 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19 Unveiling the New Influencers 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWe are Media 179\u003c\/p\u003e \u003cp\u003eBuilding a Bridge between Brands and Markets 180\u003c\/p\u003e \u003cp\u003eEngage with Purpose 181\u003c\/p\u003e \u003cp\u003eThe Shift from Monitoring to Action 182\u003c\/p\u003e \u003cp\u003eX-Ray Glasses and Bionic Hearing 184\u003c\/p\u003e \u003cp\u003eSearching the Social Web 186\u003c\/p\u003e \u003cp\u003eNote 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20 The Human Network 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreathing Life into the Human Network 191\u003c\/p\u003e \u003cp\u003eThe Human Network: Alive and Clicking! 192\u003c\/p\u003e \u003cp\u003eVisualizing Social Order 197\u003c\/p\u003e \u003cp\u003eSocial Technographics 197\u003c\/p\u003e \u003cp\u003eTenets of Community Building 199\u003c\/p\u003e \u003cp\u003eNotes 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21 The Social Marketing Compass 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Calm before the Storm 209\u003c\/p\u003e \u003cp\u003eThe Social Marketing Compass 210\u003c\/p\u003e \u003cp\u003eCreating a Plan: Defining the Future, Now 215\u003c\/p\u003e \u003cp\u003eSocial Media Plan Outline 216\u003c\/p\u003e \u003cp\u003eNotes 220\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22 Facebook is Your Home Page for the Social Web 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Top 10 Brands by Population (Rounded Out) 221\u003c\/p\u003e \u003cp\u003eThe State of the Facebook 222\u003c\/p\u003e \u003cp\u003eIt’s Not a Fan Page; It’s a Brand Page 223\u003c\/p\u003e \u003cp\u003eFrom E-Commerce to F-Commerce 224\u003c\/p\u003e \u003cp\u003eFacebook Tabs Are the New Web Pages 226\u003c\/p\u003e \u003cp\u003eMadison Ave. is Moving to California Ave. 227\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23 Divide and Conquer 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Takes a Community Effort 229\u003c\/p\u003e \u003cp\u003eDecentralization and Centralization: Assembling and Conducting an Orchestra 230\u003c\/p\u003e \u003cp\u003eThe Society and Culture of Business 231\u003c\/p\u003e \u003cp\u003eMeeting of the Minds: Consensus ad Idem 231\u003c\/p\u003e \u003cp\u003eOutside the Inside: Establishing an Insider Program 232\u003c\/p\u003e \u003cp\u003eExample: New Media Board of Advisors 233\u003c\/p\u003e \u003cp\u003eExample: Internal Task Force 236\u003c\/p\u003e \u003cp\u003eExample: Organizational Transformation 238\u003c\/p\u003e \u003cp\u003eNew Roles and Responsibilities in the Era of Emerging Media 240\u003c\/p\u003e \u003cp\u003eNotes 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24 A Tale of Two Cities 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb 2.0 and the Evolution of CRM 2.0 245\u003c\/p\u003e \u003cp\u003eTwitter and Social Networks Usher in a New Era of Relationships 247\u003c\/p\u003e \u003cp\u003eWhen the \u003ci\u003eS\u003c\/i\u003e in SCRM Stands for \u003ci\u003eSELF-SERVING\u003c\/i\u003e 250\u003c\/p\u003e \u003cp\u003eVendor Relationship Management (VRM) 252\u003c\/p\u003e \u003cp\u003eThe Value of Social Customers 253\u003c\/p\u003e \u003cp\u003eVRM + SCRM = SRM 254\u003c\/p\u003e \u003cp\u003eNo Brand is an Island 256\u003c\/p\u003e \u003cp\u003eSocial Business Takes a Human Touch; No, Really 256\u003c\/p\u003e \u003cp\u003eSocial Science is the Center of Social Business 259\u003c\/p\u003e \u003cp\u003eNotes 260\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25 We Earn the Relationships We Deserve 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEarning the Three FS: Friends, Fans, and Followers 263\u003c\/p\u003e \u003cp\u003e# Hashtags 264\u003c\/p\u003e \u003cp\u003eHashtags: A Proactive Approach 265\u003c\/p\u003e \u003cp\u003eOffers and Specials 266\u003c\/p\u003e \u003cp\u003ePay per Tweet 267\u003c\/p\u003e \u003cp\u003eNotes 269\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 26 The New Media Scorecard 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Disparity between Social Media Adoption and Measurement 272\u003c\/p\u003e \u003cp\u003eROA: Return on Acronyms 272\u003c\/p\u003e \u003cp\u003eThe Essential Guide to Social Media: Resources—Personnel and Budgets 274\u003c\/p\u003e \u003cp\u003eThe Social Barometer 275\u003c\/p\u003e \u003cp\u003eStart with the Results, then Work Backward: Defining Goals and Objectives 276\u003c\/p\u003e \u003cp\u003eAuthority: The Ability to Galvanize Action and Quantify It 281\u003c\/p\u003e \u003cp\u003eThe CS of Measuring Action through Cost 285\u003c\/p\u003e \u003cp\u003eThe Engagement Phase 287\u003c\/p\u003e \u003cp\u003eShare of Voice and Share of Conversation 290\u003c\/p\u003e \u003cp\u003eComparative Data Analysis 291\u003c\/p\u003e \u003cp\u003eNotes 292\u003c\/p\u003e \u003cp\u003eConclusion You Are More Influential than You May Realize 295\u003c\/p\u003e \u003cp\u003eAppendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297\u003c\/p\u003e \u003cp\u003eGlossary 300\u003c\/p\u003e \u003cp\u003eIndex 307\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406818976087,"sku":"9781118003763","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118003763.jpg?v=1730497220","url":"https:\/\/bookcurl.com\/products\/engage-9781118003763","provider":"Book Curl","version":"1.0","type":"link"}