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.
Preface The Insurgent Consumer.
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.