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The Impact Equation
Book

The Impact Equation

Are You Making Things Happen or Just Making Noise?

Chris Brogan and Julien Smith
Portfolio, 2012
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Editorial Rating

7

Recommendation

These days, nearly everyone blogs or tweets. But only few people ever make a genuine impact online. New York Times best-selling authors Chris Brogan and Julien Smith, who co-wrote Trust Agents, are both well-known web personalities. They want to teach you how to foster viable online communities and secure sizable Internet audiences that are willing to act on your ideas. Brogan and Smith understand the web thoroughly, and offer worthwhile tips and tactics to help you get noticed. Though the authors include many compelling, semirelevant, oddball facts, the book is basic, jumps around, suffers from excessive self-promotion and sometimes proves self-contradictory. However, getAbstract believes that, despite those shortcomings, Brogan and Smith’s advice will be useful to beginning bloggers, tweeters, Facebookers and social media impresarios seeking to make a splash online.

Summary

Stand Out Online

How can you make a noticeable impact in the incredible vastness of the Internet? By learning how to apply the “Impact Equation,” which is: “Impact = C x (R + E + A + T + E).” In other words, impact equals “Contrast,” multiplied by the sum of “Reach,” “Exposure,” “Articulation,” “Trust” and “Echo.” Each impact attribute has the following four components:

  1. “Goals” – You absolutely have to know what you want to achieve online – the more specific, the better.
  2. “Platform” – Your platform hurls your voice into the world. One example is Angelyne, who paid to have her image on billboards all over Los Angeles. She became “famous for being famous.”
  3. “Ideas” – An idea in your head is not the same as that idea manifest in the world. Your idea must be fully formed, recognizable, and “useful and valuable to others.”
  4. “Human element” – You have to build strong relationships online as well as develop online communities.

Impact is all about people – how you connect with them, how you influence them and how, by connecting, you can change the world for the better. ...

About the Authors

Chris Brogan, CEO of Human Business Works, publishes the digital business magazine Owner. Julien Smith is an author and speaker. They co-wrote the bestseller Trust Agents.

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