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Paul Chaney

The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media Hardcover – September 22, 2009

by Paul Chaney (Author)

13 ratings

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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.

Print length

240 pages
Language

English
Publisher

Wiley
Publication date

September 22, 2009
Dimensions

6.4 x 0.95 x 9.3 inches
ISBN-10

0470499273
ISBN-13

978-0470499276
See all details

Editorial Reviews

From the Inside Flap

Traditional marketing tactics aren't bringing in customers like they used to, and even today's most successful businesses are suffering shrinking returns on their advertising and marketing investment. The Digital Handshake explains this phenomenon and reveals seven effective, proven strategies for using new media and online tools to find new customers and keep them.

Marketing is no longer a one-way street, but an engagement in a conversation with customers and potential customers. The Digital Handshake shows you how to introduce yourself to the online world and engage customers via new media tools like blogs, social networks, online video, podcasting, mobile marketing, customer ratings systems, and Twitter.

Using real case studies, social media authority Paul Chaney shows you how to design a comprehensive marketing and advertising campaign that enhances traditional marketing efforts with an entire suite of new media applications. He provides practical Web 2.0 solutions for real-world business problems, including how to counter negative perceptions about your brand or company, reward those who speak well of you online, and generate brand awareness and positive impressions.

Social networks like Facebook and LinkedIn are growing by leaps and bounds, connecting people in profound new ways and changing the way communities and individuals buy. Tomorrow's best companies will be those who can most effectively use social media to connect with consumers, ramp up branding efforts, and grow their online presence.

New technology can either undermine your marketing efforts or enhance them. Don't be left behind. The Digital Handshake is a tactical and practical guide for non-technical business leaders who want to leverage the new media tools like social networks to positively affect their bottom line.

From the Back Cover

Praise For The Digital Handshake

"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."
—Kerry Murdock
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."
—John Jantsch
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."
—Anita Campbell
small business expert and Editor, Small Business Trends

Product details

Publisher ‏ : ‎ Wiley; 1st edition (September 22, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 0470499273
ISBN-13 ‏ : ‎ 978-0470499276
Item Weight ‏ : ‎ 1.05 pounds
Dimensions ‏ : ‎ 6.4 x 0.95 x 9.3 inches

Best Sellers Rank: #4,572,371 in Books (See Top 100 in Books)
- #1,499 in Social Media for Business
- #2,583 in Social Media Guides
- #23,473 in Marketing (Books)

Customer Reviews:
13 ratings

About the author

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Paul Chaney

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Paul Chaney, known to many as "The Social Media Handyman," is a social media, social commerce and Internet marketing consultant, popular speaker, trainer and author of four books on the topics of business blogging, social media marketing and social commerce:

- Realty Blogging: Build Your Brand and Outsmart Your Competition, published by McGraw-Hill in 2006.

- The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media, published by Wiley in 2009.

- The F-Commerce Handbook: 10 Secrets to Unlocking the Sales Potential of Facebook, published by McGraw-Hill in 2012.

- The Social Media Handbook: 20 Secrets for Turning Social Media Into Social Sales, published by McGraw-Hill.

Paul provides social media, social commerce and Internet marketing consulting and training services to small and medium businesses, advertising agencies and non-profit organizations. His expertise lies in effectively combining the conversational marketing aspects of social media with conversion mechanisms that are fully aligned with business objectives.

Paul is a sought after speaker on the topic of social media marketing. Since 2005, he has led numerous business blogging and social media workshops, including the first ever such seminar to be held in Asia. He was also invited by the U. S. Department of Commerce to lead a series of social media workshops to business people in the Ukraine.

Paul sits on the board of advisors for the Women's Wisdom Network, the Social Media Marketing Institute and SmartBrief on Social Media. He is a feature writer for Practical Ecommerce on the topic of social commerce and is Associate Editor of Social Commerce Today, a leading blog covering the topic of social commerce.

Paul is a Technical Editor for Pearson and Wiley publishing and has worked on many of the For Dummies series books related to blogging, SEO and Internet marketing that have been written to date.

He was technical editor and contributing writer on Buzz Marketing with Blogs For Dummies, the very first book to address blogging from a purely business perspective.

Customer reviews

5 star		63%
4 star		8%
3 star		30%
2 star 0% (0%)		0%
1 star 0% (0%)		0%

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Top reviews from the United States

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David Laufer

Good information, could have been more succinct.

Reviewed in the United States on January 13, 2012

Verified Purchase

Mr. Chanley is enthusiastic about his area of expertise, and the book is well suited for someone who (like me) has a superficial knowledge and wants to add depth and make connections.

The author wastes a lot of time 'selling' social media; if you have purchased the book, you presumably believe already that the subject is worth your time, so you can speedread the first 70 pages or so. After that the ratio of fact to enthusiasm improves in the reader's favor. I felt that this book would be far more valuable if edited more tightly. The author has a habit of tossing in sentences that don't benefit the reader or enhance the subject.

I believe I must speak for other business marketers in saying that Mr. Chaney's suggestions would benefit greatly from better demonstration of how to integrate the various media. Chapter 16, that should really be the payload, in which the author discusses how to use the various media to engage the marketplace, i felt was very thin. The book really needs a few sample marketing plans, showing how mixing social media with conventional marketing channels can boost sales. Possibly one for Retail, one for software/web business, one for professional service organizations and another for B2C.

The information there warrants 4 stars, there are a lot of tools, links and companies you will want to investigate if you are planning to use social media for your business. I gave it 3 stars for reasons above.

Please, Mr. Chaney, consider a volume 2 packed with detailed marketing plans laid out showing integration of Social Media for optimum effect!

Helpful

William F. Walton Jr.

Three Stars

Reviewed in the United States on July 15, 2018

Verified Purchase

Good stuff but still looking for the ground breaking nuggets.

Helpful

C. Lollini

Great Book for Small Business Owners in Search of the Right Way to Engage the Web 2.0 Sphere

Reviewed in the United States on January 2, 2010

Verified Purchase

This book is not only a great overview of the subject of Social Media for your business but truly does give proven strategies on how to grow your business. I think seven is a pretty low number. There are seven topics but the tools Paul gives you enable you to do so much more in terms of engaging your customer/client base via the Web 2.0. This is a necessity for any business owner (more beneficial for smaller/nichier businesses) to read to ensure they are informed when bringing their business to the internet.

Helpful

Gerald Czarnecki

A CRITICAL READ FOR USERS OF THE NEW MEDIA

Reviewed in the United States on December 19, 2009

Verified Purchase

The Digital Handshake by Paul Chaney has practical strategies that any business should study and adopt. The way he describes the birth of Social Media and its relevance to today's world and demands is right on. It is an insightful book into the Social Media world; the most valuable marketing tool of this century, and Paul Chaney is indeed the Social Media Handyman

Helpful

nettie reynolds

Great Nuts and Bolts Social Media Guide

Reviewed in the United States on February 25, 2010

Verified Purchase

This is a superb and easy to follow book written by social media, Web veteran Paul Chaney. Excellent insight and very actionable easy tips to follow.

Reviewed in the United States on January 10, 2015

Verified Purchase

Awesome

Helpful

Robin

Practical and strategic advice for newbies and intermediate users

Reviewed in the United States on April 28, 2010

There's a lot around right now about social networking and marketing. Check out job postings and you'll see that companies that barely recognised the web a few years ago, are now asking that applicants show some savvy on social networks. Unfortunately much of the literature has not kept up. Again and again I hear small business owners ask "What is the point of Twitter?" Just about everyone knows Linkedin, but how many people know how to use it beyond the obvious? Facebook can be even more daunting for the uninitated. While many people can see that its a nice place to post pictures for your extended family, its uses as a marketing tool are less clear--especially if you have received more than one annoying ad--and don't intend to send any yourself.

The Digital Handshake explains some of the networks but, far more important, sets forth ideas on their strategic uses. The author's advice on netiquite and ways to add value to a community, as a way of getting to know people, is excellent. There's a lot in this book including the uses of blogging, social networks, microblogging, email, search engines and newsletters.

Most important of all, this book explains that social networks are excellent places for businesses to listen to their customers and clients. I enjoyed reading the author's ideas and found myself listing questions and suggestions to myself on communities and websites to check out. The book is relatively jargon free, which should be refreshing for the new user.

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