Social media has taken a culture that thrives on information to new heights. With the use of technology, literally anyone can access a global online community to market an idea, story, product or service to the masses. A social media list or social media directory makes it possible for you to reach consumers and create a presence in the online world with a few clicks on a mouse.

In an information society that is constantly reinventing itself, it's crucial to keep up the with the latest advances and connect with resources that can help you understand how social media can benefit your business. As you consider how to incorporate social media into your company culture, take the following steps to help you find your way through the vast amount of information that's already out there.

1. Contact a social media provider to find out how your presence in the online community environment can benefit your business.

2. Draw customers to your business through a social media directory.

3. Subscribe to a reputable blog or online magazine for current social media information.

Action Steps
The best contacts and resources to help you get it done

Increase the visibility of your business with social media

Social media providers make it possible for you to market your business online and improve your relationship with customers. Utilize the online community to connect with your clients and make your presence known in an industry that is far reaching into the marketplace.

I recommend: Lithium Technologies understands that an online community provides an opportunity for you to interact with your customers. This company offers a secure environment and advanced technology to make this happen. Attend a webinar to learn more about how Lithium Technologies can help you improve the way you do business. Pluck offers a wide range of business resources that include the use of white label social media solutions to increase page views and create advertising opportunities. This social media provider is ideal for publishers, retailers and brands that want to use social media as a business tool.

Add your business to a social media directory to increase traffic to your website

Social media directories are multifaceted and can vary from one list to the next. Before you sign up, keep in mind there is a difference between a social media link directory and a social media directory. A link directory connects to other top notch directories that are used for Search Engine Optimization (SEO), whereas a social media directory arranges businesses by category. Contact an organization that can help you put this useful marketing tool to work for your business.

I recommend: Dexterity Media offers services in search engine advertising, search engine marketing, search engine optimization and social media optimization. Get a free consultation. Sign up for SEOmoz Pro Membership for access to tools and instructional guides on social media marketing, professional linkbuilding and more. SEOmoz also provides training or seminars to businesses.

Get up-to-date social media information through a feed reader, email and online communities

In an information world that is rapidly expanding, you want to stay informed with the latest information from a reputable source that understands social media. You can easily find social media information through a variety of online resources that include blogs and online communities.

I recommend: Social Media Today invites you to join an online business community of social media professionals to network and share knowledge. Register online to add your blog, rate posts or leave comments. Noted by VirtualHosting.com as the number one website for information on the social web and a CNET Top 100 Media Blogger, Socialmedia.biz keeps readers up-to-date on social networks and Web 2.0 sites.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Hire a business that can help you navigate through the social media industry if your knowledge is limited about the online community. While you can easily find this information online, a consultant can help you reduce the stress of trying to wade through all of the information and save you time, money and costly mistakes.

With more companies flocking to Web 2.0 to gain exposure, there are two developing (and constantly changing) extremes in the approach to social networking. While taking an honest, natural and authentic approach to creating a rapport with audiences seems like the sure-fire ethical solution for attracting positive exposure, many companies struggle to find a natural voice in the cluttered crowd.

Sitting, and hopefully not hiding, behind a computer screen should not affect the integrity of the message to your potential customers. Unfortunately, the ability to remain anonymous can put even the best marketer’s judgment to test.

Here are five basic concepts that may deter marketers from leaving their social media campaigns riddled with grey areas:

1. Listen to your audience: Before beginning your contribution to social media communities, take a step back and look at how your company and industry is perceived. Understanding your consumers’ needs and wants is the first step to providing them with useful content and support–and adapting to their language is key to developing your strategy. Knowing what kind of content is important to your audience is absolutely essential. The last thing a social media campaign wants to do is to flood communities with an irrelevant, one-directional message. In fact, you will be thrown into the lion’s pit, creating negative impressions and perpetuating existing ones.
2. Participate in the dialogue: Become an active member in all discussions, not only topics that will directly relate to sales or conversion. Showing your interest in all areas will instill your values, trust, and opinions across the board. An on-going presence will keep you in the forefront of users’ minds as a valuable resource. Your agenda for social networking (hopefully) is not totally self-serving, so try not to come across that way by only putting in your two-cents when it’s self-promotional.
3. You don’t have to be an expert: Remember, marketing (in more areas than just social media) is subjective and is an on-going learning process. Not always having an answer isn’t necessarily a bad thing. As a matter of fact, not having an answer will give your posts a human quality. Individuals, rather than corporations, are going to make a stronger connection in these communities. It is important to develop your message not in industry terms, but in laymen’s; we’ve all heard corporate speak and wondered who these drones are really trying to reach.
4. Create fresh content: Some may tag original, fresh content as the most important aspect of being productive with social media. Despite whether the cliché phrase “Content is King” is true, fresh content creates a community around relevant information and establishes credibility.
5. Be authentic: If a social media campaign isn’t genuine, authentic, or natural, prepare for an onslaught of negative feedback. Being transparent about your identity and the nature of your message will enhance all other online marketing tactics by showing your consumers the respect they deserve. Deceptive practices may be tempting, and may even show quick results, but it will hinder any opportunity to create a relationship with users. Jeremiah Owyang has compiled a list of companies and individuals that tried to take shortcuts with social media only to see their efforts backfire. The last thing you want for your campaign is to expend resources and time, only to see yourself added to this list.

Chad Gardner is a Web Marketing Associate for PaySimple, a provider of ACH and merchant account processing technology for small businesses, and also a small business resource for entrepreneurs. The majority of Chad’s experience includes utilizing new and developing online mediums to reach both B2B and B2C targeted audiences.