Engage!

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The ultimate guide to branding and building your business in the era of the Social Web "The road from where you are to your business' future is neither paved nor marked. It's yours to discover, and this book is your compass to leadership."-Peter Guber, CEO, Mandalay Entertainment Group "Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's difficult for customers to connect with your brand. The concepts from this book can help your brand engage in a way that inspires communities to extend your message, promise, and reach."-Tony Hsieh, CEO, Zappos.com Social media has forever changed the way businesses and customers communicate and also the way customers make their decisions. With networks like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests and goals-creating communities that shape the perception of brands. Engage! tells you how to reach customers where they go for information and how to build valuable relationships that will also shape the future of your business. This revised paperback edition, with a Foreword by Ashton Kutcher, dubbed "Mr. Social" by Fast Company magazine, describes the steps required for conceptualizing, implementing, managing, and measuring a social media program. With this book, you will find out how to: * Create a welcoming online space that cultivates your customers' loyalty and trust * Attract online champions and influencers who will help build your reputation and increase attention * Understand and adapt to market needs based on the insights you gain from engagement * Measure your success and ROI Your customers are waiting to hear from you.