Practical applications for using social media to boost your
business
Even today’s most successful businesses are seeing shrinking
returns on their advertising and marketing dollars. The Digital
Handshake explains why advertising and marketing are losing
their effectiveness and how to solve the problem using social media
to corral elusive consumers. It explains the best practical
business applications in current use and how you can use them to
ramp up your business.
Using case studies gleaned from real businesses, author Paul
Chaney shows you how companies both large and small that can tap
social media to mitigate market changes and reap valuable business
benefit in the real world.
* Explains how you can use social media to grow your business and
connect with consumers
* Author Paul Chaney is a leading authority on blogging and
social media
* Covers practical, effective business applications for blogging,
social networking, online video, microblogging and much more
* Shows how to design a comprehensive marketing strategy using
traditional and new media platforms
Today’s technology can either undermine your marketing efforts
or enhance them. The Digital Handshake helps you make sure
the Internet grows your business for the long run.
Table of Content
Foreword Ann Handley, Chief Content Officer, Marketing Profs.
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.
About 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.
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