Will Brian Solis Engage Europe?
This book review of his latest book “Engage” gives you an idea of what Engage and Brian Solis is about and will hopefully inspire you to become “forever a student of new media” in your own way. Engage gives us insight in what Brian Solis considers being “forever a student of new media”, let’s get to work!
Much of the book is a collection of tools, theories and experiences. But the framework of a new media University is easily recognizable. You are off course interested, not in tools or theories, but in Brian Solis message. In other words, we want to reach the core.
The heart of the book starts at about page 220 where he explains how you can monitor conversations and establish a conservation index (the conversation prism is our blueprint). The ultimate goal of this exercise is (Chapter 19) to unveil the new influencers. These new influencers are tastemakers and trendsetters in an era of consumer engagement and empowerment (page 229).
Our goal should be to engage these influencers with purpose (230). Once we have identified these influencers we must “merge what we have learned through the Conversation Prism process with programs, stories, and meaningfull motives that appeal to them and ultimately earn their participation”.
We should “establish and communicate a sense of purpose”. Identifying influencers is one thing. Engaging people and enticing not only their interest, but ultimately establishing an association and earning allegiance!! We have to become informed, open and enlightened individuals who can engage others with both empathy and honesty. This intuition and awareness is earned through observation and immersion.
Discovering the new influencers through network and link analysis allows us to see the very people who define our markets. We will discover a human network. A social network without boundaries or limitations for collaboration and communication. Cisco defines this as the intersection where technology meets humanity.
At Cisco Systems Brian Solis was tasked with identifying digital and traditional influencers on behalf of corporate communications team. This groundbreaking project gave him the opportunity to study influence, linking behaviour and the connections between those two. He used Mailina and Klat.com, the conversation prism and conversation index. Pete Warden, creator of Mailana helped him to bring this human network to life. Stan Magniant helped him visualize this human network. He enumerates a list of theories, as for example Gaurav Mishra’s 4′C’s of Social Media and then you are ready for chapter 21: Creating a Social Media Plan with the Brand as compass. I will review that part in a second post. So come back for more!
Other Bookreviews of Engage by Brian Solis
“If the U.S. military isactively seeking guidelines …then it’s safe to assume that your organization should follow suite.”
“If you do read Engage, here are the pieces not to miss: socially-based business (pg. 106), importance of syndication (pg. 114), targeted landing pages (pg. 123), listening (pg. 209), and conversation audits (pg. 222-223). Sure, you have to dig for them, but they are good.”
“He walks us through the process of developing a solid Social Media plan, and while his examples are well suited for larger businesses and organizations, they are applicable and scalable to even the smallest of businesses. The chapter 17 entitled “Defining the Rules of Engagement” is worth the price of the book alone. Solis helps us think through how we should engage, while encouraging us along the way.”
“I think that the thing I enjoyed most about this book was that Solis laid out concrete strategy and organization for social media. I confess, I am a classic Type A personality, and I often get frustrated with the lack of strategy in social media. However, while it used to be that you didn’t need a strategy to use social media effectively, that is quickly changing. It is no longer sufficient to simply make a Twitter account and tweet whatever you want. It’s important to have a strategy, and to account for potential problems that may arise in that strategy. Solis drove this point home for me and had the examples to back it up.”
Free Ebook by Brian Solis (A birthday present?) : A link in Milena Regos’ post on “why Social Media is important”
Marylene Delbourg-Delphis review: “Creating A Social Media plan: Engage by Brian Solis”