In virtually any discussion about social media this point is bound to come up- Social Media for business = Conversation. Is this correct? In part, yes, but it’s time we move past this idea and get to something deeper.

How many of us see the posts on Facebook coming from a business something along the lines of “What are you doing today?”, “What’s your favorite color?”, “We like strawberries, do you?” …you get the idea. I applaud the companies efforts at facilitating conversation, but why force it? In my opinion, forcing a conversation is worse than no conversation at all. In some cases, what I mentioned above can be beneficial. Companies asking relevant questions and allowing the members of their Facebook communities to disccuss amongst themselves is awesome! What I’m talking about here are the seemingly forced conversations. Do I really want to tell Joe’s Bike Shop (made up business) what I’m doing on New Year’s Eve?

The point is-  give me exciting, relevant content. Give your customers and social media audience something of VALUE to chew on. If conversations happen as a result, then great! If there is a crisis to solve or an issue that needs customer service provided through SM, these portals provide a seamless way to do so. But don’t try to force us to talk just because you feel that a “conversation” must be happening at all times.

Long answer: There is no dying social media. Furthermore, there is no denying the shift of traditional advertising methods to methods of social media. Everyone is equal with social media. One person can have just as loud a voice as a newspaper, which at one time (not so long ago) was absolutely unheard of! (i.e. Ashton Kutcher and CNN).

When it comes to business, however, and making your business’ marketing efforts as effective as possible, there is a way to make them work together. Just because you took the plunge into social networking does not mean your outreach through traditional advertising should end. A lot of self-proclaimed social media experts will say that social media is the end all be all to all forms of advertising. period. I disagree. Again I reiterate, a business without social media is like a business without a website in the 90′s. It is ESSENTIAL. I am in no way sticking up for traditional advertising methods, but I am claiming that a shift needs to take place for it to work together.

Companies that are using traditional forms of media to “pull” users into their social media interface is great. For example, I saw a recent Vitamin water commercial. As with most TV ads it is typical to see a website url at the end. Instead, a Facebook page address flashed across the screen. Companies, such as Vitamin Water, are shifting their ads from a hard-sell to almost an invitation to connect and converse with the brands through social networking. This kind of outreach is in my opinion, a smart one and allows both forms of media to work simultaneously.

Twitter is a buzzword today. Many people, however, still do not realize or think this tool can benefit their business in any way. To some, it seems like a waste of time and a way for people to participate in useless chatter. I have heard people’s hesitations and reservations when it comes to taking the plunge into the Twittosphere.

For the unbelievers and skeptics, may I offer a brief list of some benefits to using Twitter for your business. Keep in mind, conversations about Twitter (and social networking in general) can go on and on and on… and they do!

Benefit #1: Twitter can help you gain and share important industry insights. For example, if you are a landscaper, you can follow others who are in the industry to learn important information and stay current. At the same time, you can also become the expert in your field by giving thoughtful advice to those in need of landscaping. If someone is interested in this kind of information, they will seek it out.

Benefit #2: You can see what other people are saying about you. Is your business a restaurant? Use Twitter to regularly search for your restaurant and monitor if people are talking about it and what they are saying.

Benefit #3: Informing Loyal Customers. Twitter is an excellent way to keep in touch with your loyal customers. Encourage people to follow you on Twitter for regular updates about promotions, sales, contests, and news updates. Also, listen to your customers and ask them for feedback on what they would like to see.

Benefit #4: Interact with potential customers. This is a sticky subject. Twitter is not the place for spamming or having a hard selling approach. What it is, however, is giving out relevant information and encouraging people to follow you since what you are posting is of value to them. Another example: if you are a retail clothing store, post information about spring trends, new accessories, and the cool new shoes your store received last week. If someone is interested in spring fashion trends, they can easily search you out and read your information. This can be more powerful than taking out a traditional advertisement because the potential customer can talk to you!

Twitter has many benefits for a business. I hope this may have changed some skeptical minds out there.

In the next 6-18 months Google will be changing their algorithms to include a heavier emphasis on social media. In other words, how viral you are (or how much interacting is happening with your social networking) will have a huge impact on how you rank in Google!!! The two are already linked in such a way that it is almost impossible to have one without the other, but even more so in the months ahead.

Pretty exciting stuff!!

Our answer: YES!!

Social networking has become a buzzword recently, but I feel like there is a misconception about social media as it pertains to business and making money. Social media “experts” are telling people that the basis of participating in the on-going, online conversation is to gain important industry insights and to give those insights to others. True, following others in your industry on a format like Twitter is beneficial for many reasons. Additionally, giving out advice etc. is important and definitely builds credibility. Let’s face it though, as a business owner how much free time do you really have to devote?

There IS a way for social networking to equal money that goes beyond talking about your industry with people in China. For example, loyal customers can hear from you instantly! What better way to keep in touch with the latest promotions and coupons? How much are you saving as opposed to a direct mailing?

The ways are many, but it all comes down to time and how much your time is worth.