Social Media Marketing, often lovingly shortened
to SMM by us SEO types, is kind of the cool new kid in class. There is
nothing really too new about it, but these days more and more SEOs and
internet marketers are jumping on the social media bandwagon, and a bit
haphazardly. Sure, SMM can be a very powerful tool in your internet
marketing arsenal, but like any other weapon, if used incorrectly it
can be dangerous (in the very least, it’s a waste of time). Let’s talk
about the 5 most obvious (yet more important) things you ABSOLUTELY
need to be doing in social media in order for it to work for you.

-Be Active

I know… how trite. But seriously folks,
signing up for a social media site, adding a link to your homepage, and
never logging back in will do nothing for you. If you want to see some
rewards for your efforts, you’ve got to make some extra efforts. Fair
enough, right? Let’s just for a second, examine the terminology
here…”social” media: Implying the need for some sort of socialization.
So get out there, and get active. Leave comments on people’s pages,
respond to blogs and videos, add images, and make friends. People are
on these networks to do exactly that: network. If you just look at the
time spent on these major social networking sites, you’ll see that in
spite of all the nay-saying that these networks are solely a waste of
time, obviously the users (your potential customers) see the value in
it. So be a part and add to their experience.

-Choose the Right Neighborhood

There are hundreds, and I literally mean
hundreds of social networking sites out there. Of course we all know
the big players, MySpace, Facebook, Digg, Reddit, Technorati, etc. But
there are countless others that might have more qualified users for you
to interact with. Do a little research, find out what demographic of
consumers are using your products or services, and find where they are
hanging out. Be a staple within the right group. Sure you might get a
laugh for the hormone charged 14 year old boys on digg who read your
article about your new line of gridles, but they are not the
demographic buying your products. Finding the right demographic can
really make the time you invest into social marketing worth you while.

-Consistency is Paramount

Brand yourself! Being active across multiple
social media networks is important, but it’s also important to portray
a consistent brand, theme, and message. Make sure the users who see you
on MySpace see the same type of company as they see on LinkedIn and
Facebook. Use your company’s logo, and consistent images. Make sure if
multiple employees are representing themselves across the social
networks, they do so in a uniform fashion. It’s important to be
personable within the community, but remember even though you’re on
MySpace; you are still representing your business. Now, if your
business is a fortune 500 accounting firm, you may have a slightly
different look and feel in these networks than a company that sells
roller derby equipment. Again, know your brand, and marketing it to
YOUR customers.

-Communication is it Key to Success

Like all relationships, the ones founded
across the social media space rely on open communication to flourish.
And like all relationships, the ones that lack communication are doomed
for epic failure. Talk to your customers about their needs, what do
they want out of your products or services? How can you make them
better? Be willing to listen to their needs, desires, and advice, and
add your two cents. The Opinion Research Corporation recently released
a study by Cone showing that a whopping 85% of Americans want
businesses to have a presence in social media. They are looking to
interact with employees at their favorite businesses, and now social
media is making that possible.

-Show Some Love to Your Friends

Make friends. Make a LOT of friends. And show
them you appreciate their friendship by commenting on their pages,
pictures, and promoting their articles in social bookmarking sites. By
doing this, it eliminates the impression you are a shameless
self-promoter, and it should keep the trolls and problem starters off
your back. By proving you are involved in this community to add to it,
not just to gain from it, you are much more likely to see those efforts
rewarded by more interaction, and possibly, more sales from your
targeted clientele. So get out there, get social, and make a difference
for your business in 2009.