The Digital Handshake
Seven Proven Strategies to Grow Your Business Using Social Media
Published on 28. August 2009
240 pages
978-0-470-53843-2 (ISBN)
Description
Practical applications for using social media to boost yourbusiness
Even today's most successful businesses are seeing shrinkingreturns on their advertising and marketing dollars. The DigitalHandshake explains why advertising and marketing are losingtheir effectiveness and how to solve the problem using social mediato corral elusive consumers. It explains the best practicalbusiness applications in current use and how you can use them toramp up your business.
Using case studies gleaned from real businesses, author PaulChaney shows you how companies both large and small that can tapsocial media to mitigate market changes and reap valuable businessbenefit in the real world.
* Explains how you can use social media to grow your business andconnect with consumers
* Author Paul Chaney is a leading authority on blogging andsocial media
* Covers practical, effective business applications for blogging,social networking, online video, microblogging and much more
* Shows how to design a comprehensive marketing strategy usingtraditional and new media platforms
Today's technology can either undermine your marketing effortsor enhance them. The Digital Handshake helps you make surethe Internet grows your business for the long run.
More details
Other editions
Additional editions
Book
10/2009
Wiley
Unfortunately, price unknown
Article exhausted; check different version
Person
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.
Content
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 UpsideDown.
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 Goingto Take It Anymore.
Chapter Six: What's a Marketer to Do? (Start aConversation).
PART II: Seven Proven Strategies to Grow YourBusiness.
Chapter Seven: Business Blogging: Your Social Media MarketingHeadquarters.
Chapter Eight: Social Networks Strengthen Your Social Graph.
Chapter Nine: Niche Online Communities Can Benefit YourBusiness.
Chapter Ten: Microblogging: Social Media Marketing in 140Characters or Less.
Chapter Eleven: Lights! Camera! Action! Use Online Video toMarket Your Business.
Chapter Twelve: Podcasting (Overlooked, Underutilized MarketingTool).
Chapter Thirteen: PR 2.0 (Introducing the Social Media NewsRelease).
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'sTime to Engage.
Chapter Eighteen: Measuring the Effectiveness of Your SocialMedia Marketing Plan.
Conclusion.
Notes.
Index.
