Summary of Digital Engagement
Copyright © 2009 AMACOM, a division of American Management Association
Looking for the book?
We have the summary! Get the key insights in just 10 minutes.
Leland Harden and Bob Heyman’s authoritative guide is exciting some of the time, rather boring other times, and absolutely essential for anyone working in online marketing, branding, public relations (PR) or community building. getAbstract recommends it to all contemporary marketing professionals and anyone else who is trying to shape a coherent policy for engaging consumers online. When the book is dull, it is dull for the same reasons it is so essential: In places, it is a reference work, which you might consult regularly in short bursts, rather than read through in its entirety. Given that, the index should include each person and Web site the authors mention but, alas, it does not. The book is exciting because it provides two related, necessary pieces of information: specific guidelines for developing online campaigns and tools for measuring their success. If you read it, you’ll be able to plan consistently, maximize your online PR investment and track how you’ve done.
In this summary, you will learn
- What online marketing does well
- What major tools you need for online marketing
- How to use those tools to build “digital engagement”
About the Authors
Leland Harden and Bob Heyman co-founded Cybernautics, a new economy marketing firm, and co-authored Net Results. Harden is vice president of Institutional Advancement at Hardin-Simmons University. Heyman is chief search officer at Mediasmith.
Get the key points from this book in 10 minutes.
For your company
We help you build a culture of continuous learning.
Comment on this summary
Contained in Knowledge Pack:
Knowledge PackWeb 2.0When "do it yourself" online becomes "everyone's doing it," the Web musters the power of mass mingling. How your business can make real money with virtual cooperation.
Knowledge PackOnline MarketingForget billboards, get your brand noticed online. Here's how.
Customers who read this summary also read
Sean V. Bradley
Kogan Page, 2016
Joseph M. Reagle Jr.
MIT Press, 2015