Über den Autor
Bildnachweis: (CC) Brian Solis, www.briansolis.com and bub.blicio.us
Werke von Brian Solis
Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (2010) 97 Exemplare
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (2009) 50 Exemplare
The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution (2011) 31 Exemplare
Engage!, Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in… (2011) 1 Exemplar
Engage! 1 Exemplar
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Unfortunately, the few recommendations the authors do make sound like they were written by PR practitioners (which, of course, they were). "Engage the bloggers" and "have conversations" are about as specific as the advice gets, with few examples of exactly what those bromides mean. Much is made of the need for one-on-one communication rather than scatter-shot distribution of press releases, but there is absolutely no explanation of how this is supposed to be done in a time-efficient manner.
What's really missing is a hint of how PR campaigns built on social media platforms are supposed to reach the great unwashed--the non-techie consumer (millions and millions of them) who never blog, tweet, or even look at the Facebook page their kids set up for them. Publicizing the latest chipset for tablets via Gizmodo may well be the way to go, but how do you sell Buicks online?… (mehr)