> Skip to content
  • Published: 21 November 2012
  • ISBN: 9780670921959
  • Imprint: Penguin eBooks
  • Format: EBook
  • Pages: 288

The Impact Equation

Are You Making Things Happen or Just Making Noise?




Want to make social media pay? Two digital gurus show you how.

Three years ago, 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.

  • Published: 21 November 2012
  • ISBN: 9780670921959
  • Imprint: Penguin eBooks
  • Format: EBook
  • Pages: 288

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