The Digital Handshake : Seven Proven Strategies to Grow Your Business Using Social Media

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More About This Book

Overview

Praise For The Digital Handshake

"Social media is now an essential component toexcellent marketing. Paul Chaney, a real-world marketingexecutive himself, provides both a strategic overview and atactical blueprint to exactly what you need to know for success in the digital world. This is no academic tome, it is practical anduseful advice you can apply to grow your business today."
—David Meerman Scott
bestselling author of The New Rules of Marketing & PR and World Wide Rave

"There's no one better qualified to explain the power of social media than Paul Chaney. He's done it with our audience for years. If you want to understand how online conversations, opinions, and recommendations affect you and your business, read this book."
—Kerry Murdock
Publisher, Practical eCommerce magazine

"A handshake is a symbol of trust in business, and Paul Chaney shows you how to use social media, today's form of handshake, to engage your customers and build trust like never before."
—John Jantsch
bestselling author of Duct Tape Marketing

"The Digital Handshake evokes the new marketing relationships of today, where it's not about artificial marketing speak, but real relationships—the only difference being, those relationships may be conducted digitally instead of in person. You couldn't ask for a better small business guide to today's changed online landscape. Paul Chaney is the person to help you navigate it."
—Anita Campbell
small business expert and Editor, Small Business Trends

Product Details

  • ISBN-13: 9780470499276
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 9/22/2009
  • Edition number: 1
  • Pages: 272
  • Sales rank: 613,219
  • Product dimensions: 6.00 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Paul Chaney is President of the International Blogging and New Media Association, a nonprofit trade association dedicated to the advance of new media as an industry. He also works as Marketing Director for Bizzuka, a Web content management software company. He has worked as a professional blogger and frequently leads seminars and workshops on business blogging and social media. For more information, please visit www.thedigitalhandshake.com orwww.thesocialmediahandyman.com.

Table of Contents

Foreword Ann Handley, Chief Content Officer, MarketingProfs.

Preface The Insurgent Consumer.

Acknowledgments.

About the Author.

Introduction A New Communications Paradigm.

PART I: Five Consumer Trends Turning the World Upside Down.

Chapter One: Consumer Skepticism Is at an All-Time High.

Chapter Two: The Media Is Fragmented and So Is the Audience.

Chapter Three: Who Is In Control of the Marketing Message?
(Guess What. It’s Not You!)

Chapter Four: Businesses, Improve Your Aim.

Chapter Five: Customers Are Mad as Hell, and They're Not Going to Take It Anymore.

Chapter Six: What's a Marketer to Do? (Start a Conversation).

PART II: Seven Proven Strategies to Grow Your Business.

Chapter Seven: Business Blogging: Your Social Media Marketing Headquarters.

Chapter Eight: Social Networks Strengthen Your Social Graph.

Chapter Nine: Niche Online Communities Can Benefit Your Business.

Chapter Ten: Microblogging: Social Media Marketing in 140 Characters or Less.

Chapter Eleven: Lights! Camera! Action! Use Online Video to Market Your Business.

Chapter Twelve: Podcasting (Overlooked, Underutilized Marketing Tool).

Chapter Thirteen: PR 2.0 (Introducing the Social Media News Release).

Chapter Fourteen: Other Social Media Marketing Tools.

PART III: Putting the Tools to Good Use.
(A Social Media Marketing Plan of Action).

Chapter Fifteen: A Brief Word About Web Sites, E-mail Marketing, and Search Engines.

Chapter Sixteen: Listening Is the New Marketing.

Chapter Seventeen: Now That You’ve Listened, It’s Time to Engage.

Chapter Eighteen: Measuring the Effectiveness of Your Social Media Marketing Plan.

Conclusion.

Notes.

Index.

Customer Reviews

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Sort by: Showing 1 – 4 of 3 Customer Reviews

  • Posted September 30, 2009

    more from this reviewer

    I Also Recommend:

    9780307409508 9780465018659

    Practical and Tactical: The Digital Handshake is well done

    Paul Chaney, president of the International Blogging and New Media Association, has done a fine job with The Digital Handshake, Seven Proven Strategies to Grow Your Business Using Social Media.

    While I find his book to be much more practical and tactical than strategic, anyone who is relatively new to SM and the tools required will find The Digital Handshake and extremely approachable read, with wonderful references, case studies and guidance. For those with a little more experience, the book is full of reminders, tips and tricks that you will find helpful.

    One of the things I liked most about Paul's book is the way he pulls from the theoretical, such as the concepts in The Cluetrain Manifesto, and brings them to life, with real-world how-to. I would still suggest everyone read Cluetrain, but for business owners and marketing executives who are the run, The Digital Handshake becomes a solid "Cliff's Notes" with the added benefit of telling you how to use the theories now.

    His summary of the five consumer trends that are shaping the marketing world we live in now is spot on, as is his well-researched and survey-filled section on media and audience fragmentation.

    His seven "strategies" with detailed practical application for each include:
    Business blogging
    Social networks
    Online communities
    Microblogging
    Online video
    Podcasting
    Social media new releases

    Being from South Louisiana, Paul even tosses in a lagniappe for his readers with a catch-all "Other Social Media Marketing Tools" with practical applications to keep you acting now and thinking ahead.

    His plans of action for each strategy are invaluable, if for nothing else than to see how others in your business are using the tools available. That's priceless.

    The Digital Handshake is available at most big-box bookstores, including Barnes & Noble, and at Amazon. And, yes, you can also get it as a digital book for your Kindle!

    Enjoy it, and if you have any of your own thoughts on the book or suggestions of another, please let me know! You can also follow discussions about the book at Twitter, using the following hashtag #digishake.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

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    Posted March 19, 2011

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    Posted January 11, 2011

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    Posted January 22, 2010

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