{"product_id":"impact-equation","title":"Impact Equation","description":"\u003cp\u003eChris Brogan and Julien Smith, authors of \u003ci\u003eTrust Agents\u003c\/i\u003e, are back with \u003ci\u003eThe Impact Equation\u003c\/i\u003e to show you how  to make social media pay.\u003cbr\u003e\u003cbr\u003eWhat can the IMPACT EQUATION do for you? \u003cbr\u003e\u003cbr\u003eIMPACT = C × (R+E+A+T+E) \u003cbr\u003e\u003cbr\u003e\u003cb\u003eC\u003c\/b\u003eontrast: Does your idea stand out? \u003cbr\u003e\u003cb\u003eR\u003c\/b\u003eeach: How many people do you connect to? \u003cbr\u003e\u003cb\u003eE\u003c\/b\u003exposure: How often does your audience hear from you? \u003cbr\u003e\u003cb\u003eA\u003c\/b\u003erticulation: Is your idea clear enough? \u003cbr\u003e\u003cb\u003eT\u003c\/b\u003erust: Do people believe you? \u003cbr\u003e\u003cb\u003eE\u003c\/b\u003echo: Does your idea connect to your audience? \u003cbr\u003e\u003cbr\u003eWhen Chris Brogan and Julien Smith wrote their bestseller \u003ci\u003eTrust Agents\u003c\/i\u003e, being interesting on the Web was enough to build an audience. Now everybody has a platform. But most of them are just making noise.\u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eThe Impact Equation\u003c\/i\u003e, Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience, or a certain number of followers. You need a potent mix of all of the above - and more.\u003cbr\u003e\u003cbr\u003eAs traditional channels for marketing and selling disappear and more people interact mainly online, the very nature of attention is changing. Use the Impact Equation to figure out what you're doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream advertising campaign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.\u003cbr\u003e\u003cbr\u003e\u003ci\u003eThe Impact Equation\u003c\/i\u003e will give you the tools to guarantee your message will be heard.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e'Their advice on the importance of being able to write to make a splash online is solid...when it comes to building a brand online Brogan and Smith have been there and done that' -\u003ci\u003eThe Financial Times\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eChris Brogan\u003c\/b\u003e and \u003cb\u003eJulien Smith\u003c\/b\u003e are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, \u003ci\u003eTrust Agents\u003c\/i\u003e, was a \u003ci\u003eNew York Times\u003c\/i\u003e bestseller.\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":54252807127384,"sku":"9780670922406","price":19.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780670922406.jpg?v=1764819037","url":"https:\/\/agendabookshop.com\/products\/impact-equation","provider":"Agenda Bookshop","version":"1.0","type":"link"}