Engage  ## Metadata - Author: [[Brian Solis and Ashton Kutcher]] | [[3. Resources/Authors/Brian Solis and Ashton Kutcher|Brian Solis and Ashton Kutcher]] - Full Title: Engage - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B003917VAE) - Document Tags: [[Social Media]], [[Marketing]] ## Document Notes ## Highlights - SNF also stems from burnout associated with the emotional, intellectual, and time commitments required to stay connected to peers in one or many social networks concurrently. ([Location 3217](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3217)) - You represent the future of your brand’s connections, and resonance within emerging media. Don’t get distracted. Get to work. ([Location 3599](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3599)) - We need to spend more time listening and less time broadcasting or talking “at” people. ([Location 3607](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3607)) - We must realize that there are benefits to monitoring, observing, listening, communicating, and connecting. ([Location 3608](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3608)) - Humanizing the brand is necessary if, and only if, a human voice will reduce or eliminate potential friction between the customer and the company. ([Location 3648](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3648)) - social strategies must personify the greater purpose, significance, and symbolization of the brand, and reinforce those traits through everything we contribute. ([Location 3649](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3649)) - Without realizing the impact of a single update, employees are jeopardizing brand stature, reputation, and competitive edge. Without thinking, employees are sharing candid and damaging thoughts and updates—intentionally and unintentionally—that possess an uncanny ability to surface when least expected and be discovered by people who were never supposed to see them in the first place. ([Location 3674](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=3674)) - 1. Timeframe. 2. Volume: Total number of “conversations” captured. 3. Active Networks: Organize the most active networks of relevance based on quantity of collective activity, justified by numbers, sorted by activity (for example, Facebook 10 percent, Twitter 30 percent, Blogs/Blog Comments 30 percent, Forums/Groups 10 percent, YouTube 5 percent, Flickr 5 percent, Digg 5 percent, Delicious 5 percent). 4. Sentiments: For example: 25 percent positive, 25 percent negative, 50 percent neutral. Provide examples of sentiment in cases of positive and negative. 5. Perception: Provide a general summary of how a brand is perceived through text or graph and share a few examples of each to hammer the point home. 6. Reach: Total potential impressions (however, this is not representative of a true audience). 7. Network reach: Potential reach by network (for example, Facebook reach = 125,000, Twitter = 175,000, Blogs = 250,000, YouTube views = 75,000, Flickr views = 5,000). 8. Responses required: Quantity of missed opportunities for responses. 9. Affected divisions: Divisions tagged to respond based on missed opportunities (for example, Customer Service 35 percent, PR 20 percent, Marketing 15 percent, Product 15 percent, HR 5 percent, Sales 10 percent). 10. Share of voice: The share of conversations between your brand compared to that of your competition as established by the total quantity of mentions as well as the number of mentions by individual social network. ([Location 4505](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=4505)) - Are you really listening, or are you just monitoring dialogues or mining data? ([Location 4673](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=4673)) - • SOCIAL MEDIA PLAN OUTLINE ([Location 5417](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=5417)) - MEASUREMENT PROGRAM CHECKLIST BY K.D. PAINE ([Location 6361](https://readwise.io/to_kindle?action=open&asin=B003917VAE&location=6361)) ## Related by Author - [[3. Resources/Readwise/Books/Putting the Public Back in Public Relations|Putting the Public Back in Public Relations]]