The Chartered Institute of Marketing

Marketing Book Reviews - April 2010		Back

	Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web By Brian Solis Published by John Wiley & Sons, Inc. ISBN: 978-0-470-57109-5 Hardback; 400 pages
In his 19-year marketing career, Brian Solis has dedicated the last 13 years specifically to the practice of and experimentation in online interaction. ENGAGE thoroughly examines the social media landscape and how to effectively use it in business - one network and one tool at a time. Readers will walk away with everything they need to know about: Which social networks they should participate in and why How to come up with effective ideas based on the proven examples of other peers and companies Establishing a supportive ecosystem for these new activities Building a brand and communities in each network Increasing revenue and inspiring action based on goals Defining and measuring ROI and adapting it to existing benchmarks and metrics, while defining new methods for measuring success over time. The guide for branding your business in the era of the Social Web, ENGAGE leads readers through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts, and ultimately increase profits.
	Social Media 101: Tactics and Tips to Develop Your Business Online By Chris Brogan Published by John Wiley & Sons, Inc. ISBN: 978-0-470-56341-0 Hardback; 352 pages
In 2007, Chris Brogan launched a blog project, The Social Media 100, dedicated to writing 100 blog posts in a row that provided useful information about the tools, techniques, and strategies behind using social media for business. He did this with the help of his online community, asking for feedback, expanding on ideas, and considering different points of views. SOCIAL MEDIA 101 is a compilation of that research. Written in Brogan's signature accessible style, it provides excellent resources, techniques, and tips on making the most of social media. Brogan makes compelling arguments for why social media is important, explains how to set up an effective blog, and helps readers explore, understand, and enjoy the many different areas of social media. The book walks the reader through all aspects of social media - from blogs to video, Twitter and podcasts. Brogan has all bases covered, including social media starter moves for freelancers, real estate, and entertainers, ways to build an effective home base via your blog or website, 21 arguments on what social media does best and hossw to create a business from a blog. Even early adopters of social media will find interesting nuggets that will help them brush up on their skills: 10 Ways to Make Your Next Conference Better Ways to be more effective in meetings by using social media tools 100 personal branding tactics using social media Tips on building valuable networks and keeping the community alive 50 ways marketers can use social media to improve their marketing











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