Author(s): Chris Brogan

Business Finance Management

The internet is changing the nature of business. As more people interact mainly through online networks, traditional channels for marketing, selling, and influencing are disappearing. A human and relatable online presence can be your best weapon in the fight for your potential customer's attention. Social media gurus Chris Brogan and Julien Smith are world-leading consultants, speakers and writers on the power of online communities. Now they show how to amp up the power of your message and increase your visibility in a concrete and meaningful way. They provide an impact equation - a set of metrics that you can apply to any company to see how effectively it makes use of the various channels to create a powerful platform. This equation can explain why a feature in a national newspaper that reaches millions may be less impactful than a blog post that reaches a thousand people who are passionate about the subject. The "Impact Equation" isn't just lip service about the wonders of social media. Brogan and Smith give you the tools you need to create relationships that can lead to huge payoffs.