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The Impact Equation: Are You Making Things Happen or Just Making Noise?by Chris Brogan
Synopses & Reviews
“Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we’ve done these things isn’t because we’re special. It’s because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we have an idea how to get from point A to point B faster because of it.”
Three short years ago, when Chris Brogan and Julien Smith wrote their bestseller, Trust Agents, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise.
In The Impact Equation, Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience, or a certain number of followers. You need a potent mix of all of the above and more.
Use the Impact Equation to figure out what you’re doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream-media advertising campaign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.
Consider the phenomenally successful British singer Adele. For most musicians, onstage banter basically consists of yelling “Hello, Cleveland!” But Adele connects with her audience, pausing between songs to discuss a falling-out with her friends, or the drama of a break up. Each of these moments comes off as if she were talking directly with you, and you can easily relate. Adele has Impact.
As the traditional channels for marketing, selling, and influencing disappear and more people interact mainly online, the very nature of attention is changing. The Impact Equation will give you the tools and metrics that guarantee your message will be heard.
"Instructive and motivational, Brogan and Smith (True Agents) offer a magic formula for marketing products and services online while building credibility and trust among customers. The authors have been involved in online communities for more than a decade and offer a simple, social media-driven equation to draw consumer attention and gain trust: Impact = C x (R+E+A+T+E). The letters stand for Contrast, Reach, Exposure, Articulation, Trust, and Echo. The authors state the book is not about Twitter and Facebook, though they do occasionally discuss the platforms' use. Their goal is going beyond social media: forming ideas; using appropriate, visible platforms; and building strong human connections are also key components of their system. Whether it's creating YouTube videos or using Twitter to promote products and services, the examples and analogies offered for each element of the impact equation effectively make their mark. Success is not just about 'being seen' on social networks, but nurturing genuine relationships with the audience as well. Individuals, small group of upstarts, or big organizations will relish learning how to apply the impact equation to their own blog or ad campaign in order to figure out what's working and what's not. (Nov.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
About the Author
CHRIS BROGAN and JULIEN SMITH are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, Trust Agents, was a New York Times bestseller.
Follow us on Twitter @chrisbrogan, @julien
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