The Digital Handshake Seven Proven Strategies to Grow Your Business Using Social Media

by Chaney, Paul

• ISBN13: 9780470499276
• ISBN10: 0470499273
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-09-22
• Publisher: Wiley

Summary

Small business owners are seeing less ROI from their advertising and marketing dollars. Conversations Create Customers explains why and instructs what to do about it in an easy to understand, practical manner. The book explains in chapter-by-chapter detail the conversational social media tools in current use by consumers and businesses alike, emphasizing practical applications. Each is amplified by a series of case studies, proving that small businesses, including a real estate agent in Florida and sign-maker in New Hampshire, have successfully applied these tools in real-world settings, effectively addressing market changes. Technologies that are covered include: Business Blogging Social networks and online communities Online video and podcasting Micro-blogging Mobile marketing Social media tagging and bookmarking Customer reviews and rating Social media press releases WikisThe final section explains in three simple steps how to use these applications to create a comprehensive, cohesive media marketing strategy summarized in three words: Listen, Respond and Engage.

Author Biography

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.

Table of Contents

Preface: The Insurgent Consumer

Foreword by Ann Handley, Chief Content Officer, MarketingProfs

Acknowledgements

Introduction: A New Communications Paradigm

Five Consumer Trends Turning the World Upside Down

Consumer Skepticism is at an All-Time High

Media is Fragmented and so is the Audience

Who's In Control of the Marketing Message? (Guess What, It's Not You)

Businesses, Improve Your Aim

Consumers Are Mad as Hell and They Won't Take It Anymore

What's a Marketer to Do? Start a Conversation

Seven Proven Strategies to Grow Your Business

Business Blogging, Your Social Media Marketing Headquarters

Social Networks Strengthen Your Social Graph

Online Communities Can Benefit Your Business

Micro-Blogging: Social Media Marketing in 140 Characters or Less

Lights! Camera! Action! Use Online Video to Market Your Business

Podcasting: Overlooked, Underutilized Marketing Tool

PR 2.0: Introducing the Social Media News Release

Other Social Media Marketing Tools

Putting the Tools to Good Use: A Social Media Marketing Plan of Action

A Brief Word About Web Sites, Email Marketing and Search

Listening is the New Marketing.Chapter Seventeen: Now That You've Listened, It's Time to Engage

Measuring the Effectiveness of Your Social Media Marketing Plan

Conclusion

Table of Contents provided by Publisher. All Rights Reserved.