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One of the major problems I have with a lot of the social media marketing blogs and books like this is that they all seem to regurgitate the same information as the last book or article. And in some cases this book did include a lot of information that I have heard over and over again, but I believe that was for the purpose of being thorough rather than an inability to have an original thought.
The interesting thing about Digital Handshake was that it first started out with the history of marketing first and presented cases of how customers and companies have transitioned into the new method of marketing. This book not only tells you what to do, but where to do it, and includes best practices. It does a really good job of including quotes from major CEOs and other authoritative voices.
The biggest message at the core of this book delivered to those small businesses looking to reach out to their customers is that they need to stop trying to pitch their goods but seek to make relationships.
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 to positively affect their bottom line.