I have to admit I've been slow to jump on board with the whole social marketing trend.

After so many years spent in marketing and frequently hearing about the "next big thing", I've come to the decision that all these technologies are simply communication tools for building trusting relationships with prospective customers.

No one tool is going to make you a gazillion dollars

But used with common sense and an understanding of where your customers hang out and what your customers are most wanting, I think social marketing technology is well worth learning to use.

Specifically, social marketing tools like Facebook, Twitter, and LinkedIn extend your ability to make yourself known to prospective customers as well as people who may refer customers to you.

But it takes time and a focus on providing useful information and resources to others without any requirement for receiving in return.

I've always been a resource connector by nature (the one who is always emailing articles and snippets to you prefaced with an "fyi") so social marketing is a comfortable place for me.

If you are wanting results right now, either stay out of social marketing or hire someone who has a lighter touch. Social media requires a lower key approach. Hype and in-your-face sales tactics turn most members of Social-Marketing-Land off.

> SUCCESS STRATEGIES FOR USING SOCIAL MARKETING IN YOUR BUSINESS

Some strategies that work for cultivating profitable connections in social media.

* Think Conversation; not Presentation

Most people hang out on blogs and social networks because they are engaging with others who have similar interests.

Social networks are informal gatherings, like going to your friend's BBQ. You might talk business but if you do it will be a casual conversation. Not climbing up on a bench and bellowing, "Hey everyone, let me tell you about this great new service I'm offering."

It is of course possible that a casual business conversation will lead to a "how about we set up a time to talk more next week?" in which case the result is a meeting in which a presentation is appropriate.

Remember the point is to share information and resources that may be helpful to others in a give and take conversation.

* Expect to Reach Out First

There's a funny T-shirt that reads "More People Have Read This Shirt than My Blog."

That about sums it up if you expect people to swarm to your blog or follow you on Twitter. Unless you're maybe Ashton Kuchner.

Actions you can take to reach out include:

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