Part One of The Digital Handshake begins by outlining five consumer trends turning the business world upside down:
- Consumer skepticism and resistance to advertising
- Current state of media fragmentation
- The growing trend toward consumers being in control of marketing/advertising messages
- Marketing is no longer a one-way street, but an engagement in conversation with customers and potential customers.
- Pressure businesses face to improve targeting of their marketing and advertising to increase relevance and minimize waste
- Tomorrow’s best companies will be those who can most effectively use social medial by connecting people in profound new ways and changing the way communities and individuals buy.
- Companies being held to a higher level of accountability than ever before
The most effective points The Digital Handshake made for my own business are as follows:
- It answered my long-standing question, “How and why do I want to use a blog? I don’t even know what SEO (search engine optimization) stands for!”
- You need to have a specific purpose in mind before you start – Social networks are more about who you are, while online communities are more about the value you provide. See http://www.commoncraft.com/archives/000834.html for more information)
- Determine your budget limits– what is your expectation of ROI” Enough said.
- How much TIME will YOU spend on this type of marketing?
- How do you measure the effectiveness of a social media marketing plan? The days of touch-feely, warm-and-fuzzy thinking about social media marketing are over!
- Know how social marketing measurements differ from other forms of online measurements
- Don’t measure everything; do measure the right things:
- Quantitative vs. qualitative metrics
- Social media marketing measurement tools to use
Conclusion: We have come a long way in a short time and the journey has just begun. The Digital Handshake quotes Ali Behnam, co-founder of Web analytics software company Tealium, “Outputs equate to who is talking about you; outtakes, what they are saying about you, and outcomes measure the impact on your business.”
NOTE FROM PETEY – Move past GO– collect $200 and buy this book ASAP. You’ll learn what the BIG deal is about SEO. This book was written with two primary audiences in mind: Professional practitioners in the fields of marketing a public relations and small business owners. READ The Digital Handshake before you spend any more time or money making expensive non-productive errors based on unrealistic perceptions.