Paul Chaney 
The Digital Handshake [EPUB ebook] 
Seven Proven Strategies to Grow Your Business Using Social Media

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.

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.