The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media | Date: 28 April 2011, 05:48
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The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media
By Paul Chaney
* Publisher: Wiley
* Number Of Pages: 272
* Publication Date: 2009-09-22
* ISBN-10 / ASIN: 0470499273
* ISBN-13 / EAN: 9780470499276
Product Description:
Practical applications for using social media to boost your business
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.
Summary: A must-read for all business owners and senior management
Rating: 5
I met Paul at the SocialSouth conference the summer of 2009, and when I learned he had a book coming out, I purchased it to be supportive to my fellow social media strategists. WOW, was that one of the better decisions I've made recently! As a social media consultant myself, I find that a lot of literature on social media today is either too elementary, or too "high-brow" academic. And most folks who need this information fall somewhere between those two extremes! Paul does an extraordinary job at speaking to the "everyman" in this book. The thing I liked the most about this book is the point that Paul makes that social media is not just a toolset, but a mindset; meaning, a paradigm shift in how all of your employees in every division of your business spend time engaging with your clients. I also really like the emphasis Paul continues to place on the importance of blogging as the cornerstone of your communication strategy.
Again, WOW. This book is going to become a recommended "must read" to my customers, my prospects, my vendors, and my friends.
Phyllis Neill, President & CEO
WeMentor Social Media Marketing
[...]
Summary: Practical and Tactical: The Digital Handshake is good read for most
Rating: 4
Paul Chaney, president of the International Blogging and New Media Association, has done a fine job with The Digital Handshake, Seven Proven Strategies to Grow Your Business Using Social Media.
While I find his book to be much more practical and tactical than strategic, anyone who is relatively new to SM and the tools required will find The Digital Handshake and extremely approachable read, with wonderful references, case studies and guidance. For those with a little more experience, the book is full of reminders, tips and tricks that you will find helpful.
One of the things I liked most about Paul's book is the way he pulls from the theoretical, such as the concepts in The Cluetrain Manifesto, and brings them to life, with real-world how-to. I would still suggest everyone read Cluetrain, but for business owners and marketing executives who are the run, The Digital Handshake becomes a solid "Cliff's Notes" with the added benefit of telling you how to use the theories now.
His summary of the five consumer trends that are shaping the marketing world we live in now is spot on, as is his well-researched and survey-filled section on media and audience fragmentation.
His seven "strategies" with detailed practical application for each include:
Business blogging
Social networks
Online communities
Microblogging
Online video
Podcasting
Social media new releases
Being from South Louisiana, Paul even tosses in a lagniappe for his readers with a catch-all "Other Social Media Marketing Tools" with practical applications to keep you acting now and thinking ahead.
His plans of action for each strategy are invaluable, if for nothing else than to see how others in your business are using the tools available. That's priceless.
The Digital Handshake is available at most big-box bookstores, including Barnes & Noble, and at Amazon. And, yes, you can also get it as a digital book for your Kindle!
Enjoy it, and if you have any of your own thoughts on the book or suggestions of another, please let me know! You can also follow discussions about the book at Twitter, using the following hashtag #digishake.
Summary: The Go To Social Media Book for Small Businesses
Rating: 5
I have read most, if not all, Social Media books on the market today. I play in that space so to speak so I feel that it's in my best interest to read as much as possible. I came across Paul quite by accident and started following his blog and consequently his writing and thoughts on new media marketing. I was instantly drawn to his knowledge, gained first hand, and his no nonsense approach. When I learned that this book was about to be published, I got excited. If it was anything like his blog posts, people were going to be in for a real treat. Well, it turned out to be even better than that. Paul has a real gift for writing in a very conversational tone. Instead of talking down to us as an expert about topics, "Consumers are increasingly skeptical...", Paul is one of us, "We consumers are increasingly skeptical..." That's a real gift and he continues it throughout the book. If you are new to Social Media strategy and tactics, Paul will guide you through the maze of tools and techniques and if you are a practitioner, you can learn a thing or two from his writing style that will help you when talking with your clients. There's an almost overwhelming number of books beginning to appear in the Social Media Marketing space. This is one that definitely deserves a spot on your bookshelves. After you have thoroughly dogeared it from reading of course.
Summary: Highly Relevant to Small Business
Rating: 5
I really enjoyed reading "The Digital Handshake" and learned quite a bit about how to use Social Media to grow my business. I've read other books about Social Media before but they were geared toward corporations and very large businesses.
I found there to be much more information that was relevant to my small business. This book not only gave me specific ideas about how to use social media for marketing my small business, but also taught me more about the nuts and bolts of each medium so that I can better understand how to create content.
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