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Social media is really a broad term that describes many different online media platforms that collectively represent the evolution of the World Wide Web from the static, one-way communication channel to a dynamic, fully interactive one.

Some of the popular types of platforms are:

* Social network sites
* Social bookmarking sites
* Blogs
* Microblogs
* Online review sites
* Media sharing sites

Global adoption and consumption of social websites has been nothing short of phenomenal:

* Facebook has more than 400 million active users, fifty percent who sign in every day
* YouTube video views are in excess of two billion each day, which is nearly double the prime-time audience of three major US TV networks combined
* Twitter users post more than 50 million tweets daily, a dramatic increase – as you would expect – from 2007 once they were averaging 5,000 daily

And although social media may have grown out of the basic human need to connect, share, and interact, it’s evolved – very rapidly – right into a new way for businesses to interact their customers and potential prospects.

People Desire to be Marketed to Through Social Channels

And people want businesses to possess a presence in the social media space. Based on a Cone Business in Social media study of Americans who use social media:

* 93% of users believe a business should have a presence in social media
* 85% of users believe that a company should go further than just using a presence about the social web and really should connect to its customers

When inquired about specific kinds of interactions, Americans who use places to waste time believe:

* 43% think that companies should use internet sites to resolve my problems
* 41% believe that companies should solicit feedback on their services and products
* 37% think that companies should develop new ways for consumers to have interaction with their brand
* 25% think that companies should sell to consumers

Remarkable, don’t you find it? One in every four Americans desire to be marketed to through social web channels. Just when was the final time you heard anyone say that they wanted to be marketed to?

But…You’ve Got to Understand it properly

You need to have a method. It must integrate various high-value social media channels together, as well as your social media strategy needs to integrate together with your other online and offline marketing efforts.

Your strategy needs to concentrate on an easy number of steps with regards to the conversations that are happening – about the products and services your business sells, about your brand, and about your competitors – in social web channels:

* Step one – listen to the conversation
* Step two – join the conversation
* Third step – lead the conversation

That’s how you leverage the viral nature of social web and utilize the brand new word-of-mouth: word of web.

One final word of caution: don’t go it alone – at least not in the beginning. Your window of opportunity is still open for you to have the ability to build communities of loyal fans around your company before your competition does. But that window is closing fast as more and more local businesses jump into social media.

So make sure you engage someone who has experience in assembling – and executing – social media start-up strategies for local businesses.

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