Social media is a topic familiar with most ecommerce merchants. But, many of them wonder how it will help their businesses and, as such, why should they make time to manage it all. There is a social media expert who understands this concern, but still advocates social media marketing for online merchants. His name is Paul Chaney, and he’s a longtime contributor to Practical eCommerce. He’s also the Internet marketing director for Bizzuka, a web design and development firm and, now, he’s the author of a new book on social media. It’s called The Digital Handshake, and he joins Practical eCommerce Kerry Murdock.