I’ve been reading Brian Solis’ new book Engage! - ”complete guide for brands and businesses to brand, cultivate, and measure success in the new web”.
For those of you that haven’t read the book yet I’m doing a series of highlights from the book.
- Communications is now about conversations (p. 6)
- Messages are not conversations (p. 7)
- “In order to be heard, we have to communicate as though we were speaking person-to-person with our customers.”
- “Social networks are a hub between the company and its customers. They represent a new genre of customer-focused engagement that fuses marcom, PR, product development, sales and customer relations, all in one community.”
- Important to uncover the culture to find real customers and influencers (p. 14) such as:
- Keywords commonly used
- Patterns of sharing information
- Influential voices
- Personality of communities
- How they communicate (what tools)
- We are global but social network popularity differs by country (p. 27) for example:
- Canada: Facebook, Myspace, Flickr
- US: Facebook, Myspace, Twitter
- UK: Facebook, Bebo, Myspace
- India: Facebook, Orkut, Hi5 (Twitter close 4th)
Watch for part 2 next week.
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