> Skip to content
About the book
  • Published: 21 November 2012
  • ISBN: 9780670921959
  • Imprint: Penguin eBooks
  • Format: EBook
Categories:

The Impact Equation




The Impact Equation will give you the tools to guarantee your message will be heard. 

Chris Brogan and Julien Smith, authors of Trust Agents, are back with The Impact Equation to show you how to make social media pay.



What can the IMPACT EQUATION do for you?



IMPACT = C × (R+E+A+T+E)



Contrast: Does your idea stand out?

Reach: How many people do you connect to?

Exposure: How often does your audience hear from you?

Articulation: Is your idea clear enough?

Trust: Do people believe you?

Echo: Does your idea connect to your audience?



When Chris Brogan and Julien Smith wrote their bestseller Trust Agents, being interesting on the Web was enough to build an audience. Now everybody has a platform. But most of them are just making noise.



In The Impact Equation, 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.



As 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.



The Impact Equation will give you the tools to guarantee your message will be heard.





'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' -The Financial Times



Chris Brogan and Julien Smith 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, Trust Agents, was a New York Times bestseller.
%%%Chris Brogan and Julien Smith, authors of Trust Agents, are back with The Impact Equation to show you how to make social media pay.
What can the IMPACT EQUATION do for you?
IMPACT = C × (R+E+A+T+E)
Contrast: Does your idea stand out?
Reach: How many people do you connect to?
Exposure: How often does your audience hear from you?
Articulation: Is your idea clear enough?
Trust: Do people believe you?
Echo: Does your idea connect to your audience?
When Chris Brogan and Julien Smith wrote their bestseller Trust Agents, being interesting on the Web was enough to build an audience. Now everybody has a platform. But most of them are just making noise.
In The Impact Equation, 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.
As 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.
The Impact Equation will give you the tools to guarantee your message will be heard.

'Their advice on the importance of being able to write to make a splash online is solid...when it comes to bui

  • Pub date: 21 November 2012
  • ISBN: 9780670921959
  • Imprint: Penguin eBooks
  • Format: EBook

About the Authors

Chris Brogan

Chris Brogan is a consultant and speaker who works with Fortune 500 companies including PepsiCo, General Motors, Microsoft and more. He is a featured monthly columnist in Entrepreneur Magazine and his blog is in the Top 5 of the Advertising Age Power150. He is also President and CEO of Human Business Works, an online education and community company for small businesses and solo entrepreneurs. 

Julien Smith

Julien Smith is a consultant and speaker who has been involved in online communities for over 15 years. 


Related titles