"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."
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."
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."
small business expert and Editor, Small Business Trends
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.