This is a guest post by Robert Purcell. Robert is a member of the IIA Social Media Working Group which seeks to support businesses in the development of strategies for engaging with social media. As Marketing Manager for Post Consult International Ltd. (PCI), Robert’s main focus is developing the marketing and product strategy for the company’s Security Solutions offered under the corporate brand, Post.Trust. Post.Trust is a national-level Certificate Authority, wholly owned by An Post, providing security solutions that enable organisations to communicate with one another more securely and confidently in a trusted environment. You can find him on LinkedIn or @robgerard on Twitter.
Engage! Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
Brian Solis (Author), Ashton Kutcher (Foreword)
The second edition of Engage! written by social media thought leader Brian Solis really is a fascinating read. I haven’t read the first edition, but this instalment focuses more on enabling you to design a new media engagement program specific to your business and your customers. It empowers you to develop metrics and KPIs to measure the success of your activities and translate that data into bottom-line benefits. As anyone who has ever tried to champion a social media program within their organisation knows; the first question you are asked is, What’s the ROI of social media? This book will help you answer that question.
A word of warning though – Engage! is not a book you can pick up and read from cover to cover. Sections of the book are quite dense and academic – but then isn’t that what you would expect a Complete Guide to be? The book doesn’t define its target audience but whether you are new to social media or experienced in social media marketing, this book has plenty of substance and will serve as a source of reference in your social media activities. As Solis says, this is an opportunity to “hit ctrl-alt-del and restart with a fresh perspective”.
The book starts by defining social media and introducing the arsenal of social media tools available for creating touchpoints across the Social Web. It explores building a framework to amplify the visibility of your social objects, extending the reach of your online presence to new audiences, and defining the end game, ultimately guiding people to action through participating, listening and engagement.
Solis reminds us that understanding the rules of engagement is critical in this new world of socialised media. It’s about training and putting the necessary policies and guidelines in place to ensure everyone is singing from the same hymn book. The latter part of the book looks at the realignment and restructuring the organisation as part of this socialisation process. Finally, it focuses on the management of this social media activity; how to track, measure and translate that social data into tangible value for the business.
Solis discusses the concept of unmarketing as one of the most effective forms of marketing in this new genre of socialised media and really unmarketing underpins the ‘How’ organisations should use Social Media. Marketing is no longer about broadcasting brand messages – it’s about embodying the characteristics of your brand, being an active participant in the conversation, contributing value to earn relevance, build influence and create brand advocacy and loyalty toward a desired outcome.
At times, reading the book was a bit of a slog and I found myself going back over passages each time I picked it up because there was a lot to absorb. But on the whole, I found it uplifting and insightful, reaffirming my understanding of the real power of Social Media – so stick with it. Solis’s voice comes through the words on the page, inspiring the reader to embrace the social web, to champion new media engagement and become the expert to drive change within the organisation. The book is ‘peppered’ with frameworks, methodologies and tools to assist you in your journey towards building a two-way information bridge between the organisation and the online communities in those networks you choose to participate.
As Solis says, “The future of business is social”. Social Media cannot be confined to one person or department. The entire business must socialise. Organisations must embrace and ride the social wave or risk being engulfed by it.
“The greatest advantages of social media reside in its ability for worthy individuals and companies to shape perception, steer activity, incite action, and adapt to the communities that establish the market. Engage or die.”