For me Social Media is about keeping in touch with your customers, potential customers and spreading your message to the wider community.  It is also a very useful tool to drive web traffic to your website and blog where your message is more focussed.

Which Social Media tool to use?

LinkedIn - Traditionally very business focussed, it allows you to connect with colleagues, contacts and like minded individuals.  It uses groups as a way of interacting with other LinkedIn uses with you whom you wouldn't normally come into contact with.  Importantly your LinkedIn profile is like an online CV and can link back to your website.  Have you set-up your company profile on here?

Facebook - The most popular Social Media site by far, many of your employees and colleagues will have a profile on here, but for long time the only way businesses could use Facebook was by advertising.  The group structure was primitive and in my view not as good as LinkedIn, however, during 2011 Facebook launched "pages" which are far more interactive and can allow a company to post comments and use all the features of Facebook which has become a near perfect medium to communicate with individuals, the general public and the wider business community.  Have you set-up your Facebook Page?

Twitter - Used by celebrities and often in the news but how on earth can Twitter help businesses in 140 characters per tweet?  I've noticed that many businesses simply post links or short comments about themselves, yes it is good to tell everyone on Twitter when your next blog article is available to read but I do feel these businesses are missing a trick.  By entering into a dialogue with other Twitter members you can win business and referrals, it takes time but I have found that with a little effort and a dose of personality you can win over the hearts and minds of your contact base.  Does your business have a Twitter account?

Foursquare - Not as well known but I feel this gives an interesting opportunity to retailers, restaurants and any other business wishing to sell products and services to the general public.  It embraces the trend of individuals who log where they are at any given time and post comments.  By regularly logging in at the same location you can become the "Mayor".  But how can a business benefit?  Well you can read comments and feedback but more importantly you have the opportunity to give offers and discounts - Dominos do this really well.

There are of course many others and it's a constantly changing environment.

You can't get away from Social Media but you do have to understand it and how it works, embrace it and it will benefit your business in the long run.

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