Tips for Companies New to Social Media

1. Just do it.  Your prospective customers will notice if you're not out there taking part in the industry conversation, especially when your competitors are.   Search engines are now indexing your industry's conversation in real-time. 

2. Don't spread yourself too thin.  Establish a presence on the main social networks and go deep.   For most companies, that means Twitter, Facebook, LinkedIn and YouTube.  Add Digg and Delicious if you’re into bookmarking, and niche networks if influencers in your industry or key competitors congregate there.

2. Choose Your Friends Wisely -  Follow the influencers in your industry. Get to know the people who "friend" you on Facebook, "follow" your brand or become your "fan" on Twitter.  By doing this, you’ll build a loyal follower base for the long term, and in return, you can follow the people who share your interests.

3. Consider the power of inbound marketing.  If all you do on your Twitter feed or Facebook page is send off marketing messages, you'll limit what social media can do for your company.   Listen first. Monitor the conversation in your industry.  Be helpful. Offer constructive criticism. Become part of the conversation.   Give away content for free without forms to be completed.    Interested parties will come back to you if they like what they read.

4. Don’t build it and walk away -  Starting a blog or creating a presence on a social network, and keeping it alive and growing takes commitment, adaptability and effort. You would never open a restaurant, then close down two weeks later because of low turnout. Go for the long term, and assign a dedicated professional to manage the social media program accordingly.

5. React Wisely  - Once you’re active online, you’re bound to get a few critics. Focus on the ones who deserve a response. Consider what you post and remember that it will live for a long time on the Internet. 

6. Social media takes time, talent and technology -  Yes, anyone can post what they’re eating for breakfast.   Social media for business is different from social media for personal use.  Effective social media programs for business require a communications strategy aligned with your business goals and social media guidelines unique to your organization.

If you plan ahead, pace yourself, become an active part of the conversation in your industry, and listen  carefully before you react, the social media world will open new opportunities, and help to build your brand in more ways than you can imagine.