The Digital Handshake

Social media has grown exponentially in the past ten years. It has gained prominence not only as a social tool but also as a marketing tool. In The Digital Handshake, Paul Chaney discusses the change that social media demands from traditional marketing strategies. According to Chaney, interruptive marketing is simply not effective with Internet audiences. Instead, the key to successful marketing is focusing on target audiences and connecting with them in their social networks and niche online communities. After gaining their trust and respect, the company can proceed to explain the services it has to offer.