What is this social media we’re hearing so much about? Social media is sites and services based on user participation and user-generated content like Facebook and YouTube. Today, marketing is focusing on conversations and building relationships with an active, engaged audience.  Social media is a way for you to communicate quickly, easily, and for a very low cost with some of your best customers and prospects.

Social Media You Need to Know:

• Social Networks like Facebook, MySpace, and LinkedIn let you set up a profile or fan page and connect with friends, business contacts, and companies.
• Microblogging services like Twitter limit posts to 140 characters.  On Twitter these short entries are called ‘Tweets’ and can include links to Web sites, blogs, and photos.
• Photo and Video Sharing sites like YouTube and Flickr make it easy to share video and digital pictures.  Take pictures of or create videos about your product, location, or a special event.

Why Research is Important

To connections and build your business with your best customers and prospects you need to know how they use social media and which sites they’re on. Research each service’s demographics to get an idea of who uses which site. Ad-ology’s Media Influence on Consumer Choice reports include detailed social media usage information for a variety of consumer goods and services topics. Or see what other small and mid-sized businesses think about social media in the Small Business Marketing Forecast.

Social Media Do’s and Don’ts:

• Do use social media to put a human face on your company or brand and help build relationships with customers and prospects.
• Don’t try to reinvent your company or brand online. Your social media should be an extension of what you do offline.
• Don’t assume that no one online is talking about your brand or company. Set up Google Alerts and search your company, brand, or product name on Twitter, Facebook and LinkedIn.
• Do be selective.  Decide whom you’re trying to talk to, where they are most likely to be, and then concentrate your efforts in one or two places.
• Do use Twitter to drive traffic to your blog or Web site by including links in your Tweets.
• Do consider a Facebook Fan Page. They’re relatively easy to set up, and your Fans will automatically see any updates you post.
• Do consider using video or photos to show your product, your location, your staff, or a special event. Pictures are powerful!
• Do let your personality come through and enjoy the conversation!