The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media (Hardcover)

Foreword Ann Handley, Chief Content Officer, MarketingProfs.

Preface The Insurgent Consumer.

Acknowledgments.

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.

Conclusion.

Notes.

Index.