Review: Engagement Marketing by Gail F. Goodman

Down and Dirty: 3.5 out of 5

Good practical marketing advice that sometimes feels over used and over fluffed in the book.

There are enough little tidbits to be gleaned out of this book that I’d recommend it as at least a once-read with a notebook in hand. A few of the things I hadn’t thought of that the author points out includes:

  • When people engage they endorse. So a Facebook post, share or like is an endorsement to their colleagues.  That also means when you try to spam/ask them to engage/share media makes them feel uncomfortable and put upon because they may not really feel that content is worthy of their endorsement.
  • The way to get a lot of engagement is therefore to make content people WANT to share even without your blatantly saying “please share”.
  • Tip: Make your customers the stars of the show. Sequence your posts (timing matters) and create platform specific content (don’t just copy/paste the same thing from blog to facebook to twitter)
  • Focus on quality, not quantity.
  • Test out ideas and see what works.
  • Just focus on one social media/engagement tool to start – don’t get overwhelmed.
  • Set up contests and other fun, easy ways to engage in content.
  • Engagements could be: Q&As, Promotions, Sharing/Information, News, Discussions & Events

My favorite bit was when the author talked about sending emails to get feedback on phone, sales, service calls. This is one of the most painful ideas, and I cringed just reading it. However I see a lot of wisdom in the questions he posed and I think I will use these at some point:

  1. What are the top three highlights of the call?
  2. What is one thing that you think you will most benefit from this call?
  3. What were the three worst aspects of the call?
  4. How could we have improved the call?

Anyhow, as I said this book has enough tidbits to be worth a read. Unfortunately it took some slogging through a lot of content I’d read before and the author regularly repeats the same points which just makes for a longer book rather than increasing impact.

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