The Impact Equation

Nov 15, 2024 9:37 AM

Author:Chris Brogan

The Impact Equation

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.

Reviews

Be prepared to have your cherished beliefs overturned.

—— Spectator Business

Read this book and take back control of your rational mind.

—— New Scientist

His arguments are thorough and persuasive. He's an entertaining writer...Lindstrom's fascinating account of brain watching and the results it produced offer a fresh perspective on our decision-making processes, and make rewarding reading not just for marketing professionals, but for anyone interested in the way we behave

—— Velocity

A terrific read, smartly researched, full of stories you find yourself repeating to others

—— Management Today

Important

—— Bryan Appleyard , Sunday Times

Pugnacious and well-researched

—— Steven Poole , Guardian

Comprehensive

—— Pat Kane , Independent

Robert Levine tries to solve the tricky problem of internet copyright… This is an important debate, and this opinionated book is a welcome part of it

—— William Leith , Scotsman

Fascinating and ambitious ... Richard McGregor lays bare the secretive machinery of the party

—— Gady Epstein , Forbes

McGregor has done the world a service with his fascinating new book

—— Peter Hartcher , Sydney Morning Herald

A fascinating read ... in an age when Chinese economic influence is reaching new levels, it is an invaluable exercise in understanding the operation of the most powerful political party in the world

—— Ian Kehoe , Sunday Business Post

A vivid narrative, sprinkled with humour and insight ... amazing characters ... an engrossing read

—— South China Morning Post

Gripping ... McGregor brings to life the characters behind the icons of Chinese power and wealth, the figures that built the Shanghai skyline and rebuilt Beijing for the Olympics. More importantly, he gives us a feel for the dynamics behind China's rise

—— Irish Times

A lively and penetrating account of a party that ... has clung to secrecy as an inviolable principle

—— Andrew Higgins , Washington Post

Eminently readable ... McGregor has done a great service to those who would hope to better understand where China's power lies

—— China Economic Review

An illuminating glimpse behind the red curtain ... McGregor's lucid dissection shows how top-ranked party members - indeed the party itself - sit outside the law

—— Metro

What Money Can't Buy is replete with examples of what money can, in fact, buy ... Sandel has a genius for showing why such changes are deeply important

—— Martin Sandbu , Financial Times

Michael Sandel ... is currently the most effective communicator of ideas in English

—— Guardian

Sandel, the most famous teacher of philosophy in the world, has shown that it is possible to take philosophy into the public square without insulting the public's intelligence

—— Michael Ignatieff , New Republic

A book that can persuade people that the rules of the economy don't just reflect our values, they help to determine them

—— Ed Miliband , New Statesman

Fascinating exploration of the alarming encroachment of market philosophy on so many aspects of our lives

—— Alexander McCall Smith , The Herald

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