CHAPTER 10

Engage Communities through C-O-N-V-E-R-S-A-T-I-O-N

Social media sparks a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change

—Brian Solis, author of Engage

As great attention has been placed on getting followers, brands are finding that it is not about reach and impressions anymore. It’s about engagement, which can boost your brand lift by over 300 percent.1 For followers to stay followers, they need to play a role. And if our content-marketing approach is to buy their attention and slam them with content, we have merely participated in a new generation of spam. Only instead of interruptions with our product ...

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