The Digital Handshake Seven Proven Strategies to Grow Your Business Using Social Media
by Chaney, PaulEdition: 1st
Format: Hardcover
Pub. Date: 2009-09-22
Publisher(s): Wiley
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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. |
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