Bob and I were excited to get an email from our publisher last night informing us that "Digital Engagement" had been chosen as a pick of the week. Here's a copy of the text from the email from getAbstract:

Subject: Digital Engagement - Abstract of the Week

I recently reconnected with an old friend on Facebook, like many of you have, I'm sure. As we went through the process of catching one another up on things, I learned that she had a shop in her city and was just trying to get a website up, start blogging, etc., to publicize events at her shop. Since she knew that I had just released "Digital Engagement," she started asking me for advice.

Last week Bob and I were privileged to have been interviewed by Lan Nguyen from TheStreet.com. She has put together a good post on what companies need to think about when launching a social networking initiative. It can be found at this link: http://www.thestreet.com/story/10464655/1/get-free-marketing-publicity-i...

In a nutshell, the article offers advice from executives and authors (like Bob and me). You should follow the link above and read the article. Here's a summary:

The blogosphere is so vast and fragmented that many folks simply don't know where to begin. When we were writing "Digital Engagement," I had the privilege of speaking with a number of corporate bloggers about their initiatives and gain insights into best practices.

To lurk, learn, and leverage is at the very base of what you need to do to build a successful online marketing campaign.

When Bob and I started Cybernautics in 1993, we looked at how marketing was done in the "real" world and developed methods for translating those best practices into marketing on the Web. As word spread, we were approached by a division of Macmillan Publishing to write a book about it. "Net Results: Web Marketing That Works" was a huge success.

I know my last post referenced a ClickZ article, but I just couldn't pass this one up. This article, http://www.clickz.com/3632238, highlights how Frito-Lay is leveraging its investment in sponsoring the Fiesta Bowl to gain more exposure, and more engagement with its customers. I won't go over the article in detail, but a few of the key items I see that display successful use of Web 2.0 are:

The article under the news tab of this site, "Despite Debate, Brands Find Value on Twitter," by Kate Kaye, is a solid piece that explores the whole concept of digital engagement. If you're not inclined to dig for it on the news tab, here's the link: http://www.clickz.com/3632210.