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The Impact Equation


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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.Visit inoveryourhead.netFollow us on Twitter @chrisbrogan, @julien


Brogan and Smith (coauthors, Trust Agents: Using the Web To Build Influence, Improve Reputation, and Earn Trust) have written an innovative and practical guide on how to attract a larger audience, promote interaction, and build a community around an idea or experience. They outline the titular equation as "Impact equals C x (R +E+A+T+E)," or "Contrast times (Reach plus Exposure plus Articulation plus Trust plus Echo)." The authors analyze each of the six attributes that make up the CREATE acronym and illustrate each with specific case studies. The book is organized into four parts: "Goals," which introduces the actual equation; "Ideas," which explains contrast and articulation; "Platforms," which addresses reach and exposure; and, finally, "Network." Brogan and Smith provide case studies that encompass companies such as McDonald's and Chipotle as well as performers like Adele. They stress that social networking sites such as Facebook and Google Plus are temporary and that instead "people are what matter." Verdict Fans of Trust Agents will enjoy this book. Well researched and packed with nitty-gritty advice, it's designed for anyone with a good business idea but who needs the tools to promote it. Recommended.-Lucy Heckman, St. John's Univ. Lib., NY (c) Copyright 2012. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

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