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Social networking. Social marketing. Web 2.0.
You may have heard these terms bandied about and wondered what exactly they are and (more importantly) what they mean for your business. So let's dig right in and get some answers.
First, some definitions.
Social networking is actually a pretty broad term. It basically means any type of relationship-building amongst a group of people with a common interest (business or personal). However, that term has taken on a whole new dimension online, where social networking sites (MySpace, Linked In, Facebook) are popping up faster than you can say, "Will you be my friend?"
These Web sites are designed around helping people network and build relationships via online, instead of the more traditional face-to-face networking meetings.
Which leads us to Web 2.0. No, it's not a technical upgrade of the Web (I can hear all the sighs of relief as people everywhere realize they don't need to be downloading or learning new software). Rather, it's a new way to use the technical aspects of the Web to build better relationships with people. So it includes blogging, podcasts, social networking sites, video, webinars, etc.
Actually, what it really is is a shift in mindset. Rather than using these tools because they're cool new tech gadgets, we're using them to bring a more human element to the Web.
Now social marketing is used interchangeably as social networking, but that's actually a misnomer (according to Wikipedia). Social marketing is an old term, which refers to marketing for the good of society or for social causes and has nothing to do with any of this.
So, back to social networking. This is wonderful news for business owners out there because it fits right in with how customers buy. Namely, people buy from people they know, like and trust. So building relationships using Web 2.0 techniques is a fabulous marketing strategy.
And many Web 2.0 techniques are either free or very low cost. All the social networking sites have free accounts (some have paid upgrades, but it's still low). Podcasting can be free (or you can pay a very low fee to do the recording via the phone). Blogging can be free. You get the picture.
Now there is a downside. The downside is it does take time. So if you're already feeling overwhelmed and frazzled, yes this could feel like another huge to-do on your list.
Which is why I'm going to tell you right now not to go there. There is help. Virtual assistants (also known as VAs) can assist you with these social networking tasks. Also, some marketing professionals offer social networking packages to do it all for you, so you don't have to manage it or even learn much about it. In other words, you don't have to go at it alone!
And you also don't have to spend hours and hours on these tasks either. Pick ONE thing to do, then spend 1-2 hours a week on it. Once that's mastered, than add a second task (or get it into a system so you can outsource it and then bring on a second task).
Obviously the more time you (or someone on your team) can devote to social networking, the faster you'll see results. But I don't want you to beat yourself up if you don't have a lot of time to do it or money to outsource. Do what you can and let the rest go.
The other thing to keep in mind is it also takes time to start seeing results. None of these techniques is for immediate results or a quick infusion of cash. These techniques are long-term strategies. They're very effective, but they'll take some time.
As for what to start on first, that's up to you and what appeals to you (and what you think will appeal to your target market), but I'll give you a quick summary of a couple of the major ones along with pros and cons:
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