Jeff Korhan 
Built-In Social 
Essential Social Marketing Practices for Every Small Business

How to redesign your business for social relevance and
profitable success

Marketing today is driven by the customer. The old mindset was
finding customers for your products and services. The new one is
collaborating with the customers whose trust you have earned to
develop better products and services for them. Businesses that
succeed today acknowledge that they are in shared relationships
with customers, employees, and other influencers in the
community–even competitors. Built-In Social provides a
step-by-step approach to building a business channel that aligns
your business with its ideal customers and ensures your
organization’s continued relevance and success.

* Intended for mainstream businesses that want to get results
from social media networking and marketing but have been frustrated
by the obstacles, namely, the lack of a basic method or structure
(and a practical step-by-step approach) for converting relevant
social qualities into profitable outcomes

* Author Jeff Korhan is a speaker, trainer, and coach helping
mainstream small businesses increase their influence, enhance
customer relationships, and accelerate growth

Built-In Social will show you how to turn visibility,
authenticity, accessibility, community, and relevance into
measurable and profitable gains.

Table of Content

Preface vii

Introduction 1

PART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY

Chapter 1 How the Social Web Works 11

Chapter 2 Designing Your Business Around Social 31

Chapter 3 Every Business Is Now a Media Company 51

PART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING

Chapter 4 Communities Are the New Markets 75

Chapter 5 Meet Your New Business Partners 95

Chapter 6 Business Is Now Personal 113

PART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS

Chapter 7 Social and Local Are Built-In Mobile 131

Chapter 8 Creating Digital Marketing Assets 153

Chapter 9 Relationship Selling in the Trust Economy 171

Chapter 10

Avoiding the Race to the Bottom 189

Appendix 195

Acknowledgments 199

Index 201

About the author

JEFF KORHAN is a marketing speaker, trainer, and coach
helping small businesses use social media and Internet marketing to
create exceptional customer experiences that accelerate business
growth. He is a former Fortune 50 sales and marketing executive who
later founded a landscape services company that was twice named
Small Business of the Year. Jeff is a syndicated publisher and
regular content contributor to leading business publications, and
his New Media and Small Business Marketing site is ranked among the
Top 100 Small Business blogs in the world by Technorati Media. He
lives in suburban Chicago, Illinois.

Visit www.jeffkorhan.com to connect with Jeff.