Facebook, Twitter, Foursquare, GoWalla, LinkedIn...which do you use? Which ones should you use and why? Business marketing is being reshaped by these platforms and it's important to understand their usefulness for your company and learn how to manage/monitor your company's image with them.

There is a great deal of useful information on the Internet now that discusses the subject of social media and business. If you're relatively new to the social media realm and you do a quick search, you'll quickly get the feeling that you're in over your head. But, don't despair!

As mentioned earlier, there are many different available platforms that are attractive, viable, and easy to use for business owners. Each one offers a slightly different twist or service...making it somewhat necessary to use more than just one. In light of that fact, we thought it would be helpful to highlight the strengths for several of these marketing "game-shapers".

Before you dive in and start using any social media service, it's important to create a plan for your business. While you are working to develop that plan, we want to reinforce six critical components directly related to the use of social media that will aid you in developing your own use policy and guidelines:

1. Don't simply delegate your company's social media plan and involvement to someone else - whether it's an employee or an outside social media expert. As the owner of your company, you know your brand better than anyone! You understand the importance of reputation, image, and professionalism way more than any of your employees. It's important to take a little time, learn the fundamentals, apply them to your company's overall social media engagement plan, and find the social media systems that work best for your business.


2. Social media is about return on engagement. It's also a critical component to include in your relationship marketing in today's society. Don't expect massive interest in your products or services without some work on your part. Social media isn't a magical, sales-boosting potion.


3. Social media isn't an opportunity to reinvent your brand, but to widen your brand's reach. Remember the mantra, "if you're not networking, you're not working." That is extremely evident in the online world. In social media, it's all about connecting with people, LISTENING, and refining your products, services, and marketing approach.


4. Read the article "10 Commandments of Modern Marketing". http://www.clickz.com/3636027. This excellent article would be a great foundation for any company's marketing plan across the board—not just in the social media realm, but in every facet of how to effectively market your company's products or services. This article is helpful for both new and seasoned business owners to read and apply to their marketing strategy. Be sure to read the comments too as many good insights are in them as well.


5. Your customers, clients, and partners are watching and reading...EVERYTHING. It's critical to remember this! Social media is a great tool for genuine interaction with people all over the world. But, if you do it wrong, it can create heaps of trouble for you and your business. Two great examples of this are what happened with Motrin and with James Andrews from Ketchum, a PR firm for FedEx at the time. http://mashable.com/2008/11/16/motrin-moms/ http://www.davidhenderson.com/2009/01/21/key-online-influencer/


6. Do a lot of listening. Don't just try and shove products and services at people you're connected with on Facebook and Twitter. Simply engage in conversation. Be genuine. When it's appropriate, you can mention your products and services. But, for the most part focus on the "social" part. Marketing opportunities will present themselves if people see that you're truly interested in them.