There’s no doubt about it; 2012 is going to be a year of great conversations with your customers, employees, investors and the media. You’ll create fantastic content and share it with the people who matter most to your company. You’ll provide them with the news and information they need to make informed decisions about buying your products and services, and you’ll build strong, long-lasting relationships with the people who can make your brand better and your business more successful. And you’ll do it all by being engaged.
If you think “engagement” is nothing but an overused buzzword, remember everything you learned about marketing and communication in 2011. You realized that you can’t talk to people just by pushing email, ads and press releases at them — you need to talk to them, not at them. You need to listen to your customers and the media to find out what’s relevant to them, and then give them the information they are asking for. You need to stay connected and keep the conversations going.
Our eBook, “Mastering Audience Engagement: Your Role in a New Media World,”  is packed with tips and tools to help you find and stay connected to your key audiences in a sea of social media. You’ll learn why it’s not only acceptable to hybridize your marketing and PR with traditional and social media efforts, you’ll understand why it’s smart. And you’ll get practical advice and tips for success from great minds like Deirdre Breakenridge, Mark Evans, Sally Falkow, Paul Gillin, Rebecca Lieb, David Meerman Scott and Brian Solis.
Check out a quick summary of each of the six chapters, and visit the microsite to download the entire eBook .
- Chapter 1: Listen. You Can’t Answer the Questions You Don’t Hear. One of the best things about social media is that you no longer have to guess at what your audience thinks, feels and wants. All it takes a little old-fashioned listening. Learn how to seek out conversations, find the tools to aggregate them and read between the digital lines to know what’s really being said.
- Chapter 2: Plan. How Can You Measure Success If You Don’t Know What Success Looks Like? You’ve uncovered new channels and social platforms to connect with your audience. What’s next? Learn six steps to a sound communications plan and understand why it’s better to be a master of a few conversations instead of a Jack of all of them.
- Chapter 3: Create. Presto! You’re a Publisher. Today, it’s all about content and if you want to draw people in, you’ve got to create content that’s interesting, relevant and frequent. Discover what works, how much is enough and how to be the most popular content producer on the block. You’ll also learn how the press release is redefined in form and function in the new media environment.
- Chapter 4: Share. Hello. My Name Is… Traditional “distribution” is one of the foundations of content sharing, and there are a ton of channels where you can send, share, upload, post and link your content. Learn how to make your content shareable, from headline guidelines to the use of multimedia.
- Chapter 5: Engage. No More Sitting on the Edge of the Pool—It’s Time To Dive In. You’ve got the plan, the channels and the content to share. Now it’s time to summon your inner Captain Kirk and “Engage.” Learn why it’s important to be authentic with your digital dialogue, and how to make yourself welcome in the online community to get the results you seek.
- Chapter 6: Analyze. Are We There Yet? Welcome to your nerdy side. It’s time to analyze your efforts and ask yourself some important questions: How much data is enough? What are the proper metrics? Where are the best tools? What does success look like? And what about the all-important ROI? These are the issues we tackle in the final chapter.
How’s that for a great resource? Whether you’re a master of engagement or are new to the world of digital communications, we’re sure you’ll find new reasons to make 2012 the year of conversation. And while you’re at it, check out our video, “Stop Pushing. Start Engaging.”