For the past month, I’ve been reading Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis. Calling it a complete guide feels like an understatement—this book is deep, methodical, and absolutely packed with insights that bridge strategy, psychology, and real-world application.
It’s not a casual read you can skim between meetings. It’s the kind of book you sit with, mark up, and reflect on as you reconsider how your brand engages with its audience. Brian has truly outdone himself, offering a structured, comprehensive map for understanding and mastering engagement in the connected economy.
What makes Engage stand out is its balance between inspiration and instruction. It’s not just about why brands need to engage; it’s about how to do it the right way. One of the most valuable sections is Chapter 17, where Brian outlines his Rules of Engagement for businesses and social media. I found this list so helpful that I wanted to share a simplified version here:
- Be consistent and authentic: Maintain a clear, personable brand voice that reflects your organization’s values.
- Add value: Make every interaction meaningful and beneficial for your audience.
- Respect others and the platform: Participate thoughtfully and follow the norms of each community.
- Stay transparent: Be open about affiliations, intentions, and relationships.
- Know when to step back: Don’t engage with trolls or get drawn into unproductive debates.
- Own your actions: Be accountable, apologize when necessary, and act with integrity.
- Stay focused: Keep your content and tone aligned with your brand’s purpose and business goals.
These aren’t just digital communication tips—they’re universal principles for how brands (and people) should behave. In my experience, companies that follow these rules project confidence and credibility. At the same time, those who ignore them often undermine their reputation, mainly when they attack competitors or chase trends without substance.
Even if you don’t read Engage cover to cover, it deserves a permanent spot within reach. Its detailed index, thoughtful structure, and extensive references make it an indispensable guide for marketers, strategists, and business leaders who want to create meaningful connections in the digital era.
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