On June 11, 1962 Frank Morris, John Anglin and Clarence Anglin escaped from the most inescapable place in the United States… the federal prison on Alcatraz Island.

They entered the icy, shark infested waters of the San Francisco Bay around 10:00 pm using raincoats as a makeshift life raft. The tide coming in and out of the bay causes  dangerous currents to move around Alcatraz island.

The escaped men had three choices, either row against the current and fight their way to shore, do nothing letting the current carry them out to sea or USE THE CURRENT to get them where they wanted to go…

With social media, most people find themselves facing a powerful current of technology, public opinion and changing communications. In the midst of this powerful force, business leaders also respond in one of three ways.

Swim against the current and burnout

This is the default of most business people. They see other companies using Facebook and Twitter and make a conscience CHOICE NOT to use social media. It can sometimes seem like a moral issue with these people.

You ask them if they’re company has a Facebook presence and they answer with a smug expression, “what foolishness, that’s beneath us.”

Tread water and get swept out to sea

This response is actually more dangerous than the stubborn hard-headed “just say no” attitude.

By treading water, businesses are still making a CHOICE to do nothing. By doing nothing you are making a CHOICE to let opportunities pass you by.

Swim with the tide and use it to take you where you want to go

Smart business people don’t fight against powerful dangerous currents. They use the current to get them where they want to go. They swim and row along  along with the force and move diagonally inside the forward movement.

People who understand social media are rowing with the changes. They  have a pretty good idea of what Twitter, Facebook, YouTube and LinkedIn can do for their business. They may not have all the details in place, but they are at least moving and trying things out.

….The three men who escaped Alcatraz faced the same choices. No one knows whether they made it to the mainland or not. Their best chance of survival would have been to row with the current and somehow make their way to shore.

The escaped  men were never found but remnants of their makeshift raft were discovered nearby on the shoreline of Angel Island. It is plausible that they could have escaped by rowing with the current long enough to make their way to Angel Island.

So what is your CHOICE? Do you want to spend you time fighting against social media, do nothing with social media and get swept to sea or work with the current of social media to make things happen for your business?

Social media is here to stay and growing. This massive cultural and communications shift is an opportunity for your business to jump to the next level.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership and How To Use Social Media To Find A Better Job. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter.

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*Photo By kashyap_hc

1. It’s free

Unlike other forms of media and advertising which cost money, social media is free. Social media does require creativity and effort, but no money. Of course if you are serious about using social media you’ll spend on human resources.

2. It builds legacy over time

As you begin posting articles and tips you are building a legacy for the future. Each piece of information you post builds on the last. Before you know it you’ve built an entire library of content that, if taken as a whole, is an an asset it itself.

3. Can help you brand your business as an authority

It doesn’t matter if you are using social media for yourself or your business, you can literally brand yourself online. The fastest way to do this is to solve people’s problems online. As you solve problems and help others you will become a trusted resource, which builds your brand.

4. Gives a personality and face to your business

Along with branding of your business, you have the opportunity to make your business human. Because of the social aspect of social media you can put a face to your business. You need to create a tone and style that people will begin to resonate with in spite of your content and products.

5. Your competitors are doing social media

Remember that every other business in your industry and market is facing the same opportunities and challenges with social media. Don’t be left behind.

6. You can empower your fans to help you spread the word

Because social media is easy to share, you are empowering those who know, like and trust you to be your biggest marketing force. Give them that power.

7. Be in control of the Google results

When you Google your business name what comes up? By having a strong social media presence you will control the search results much better than trying to pay a company to manage your SEO and search presence.

8. Great lead generation

Social media allows you to reach people where they are. You can reach out and connect with your target prospects through legitimate online social networks and groups. By jumping into the conversation you will eventually earn the right to invite folks back to your site. Over time you can create a lead generation machine and put people on your email list.

9. Access to leaders through social media

The barriers of phone, email and physical distance have been shattered with social media. Now you can talk directly to a big time celebrities like Ashton Kutcher or CEOs like Michael Hyatt simply by sending them a Twitter message. The world is flat because of social media.

10. Give customers a feedback loop

People want to feel understood. They want to know your business and the face of your business (see #4 above) cares. The conversation is happening with or without you. It is a good idea to give your customers a place to give feedback or they’ll create it themselves.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership and How To Use Social Media To Find A Better Job. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter.

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* Photo by Matt Hamm

Last week, Pepsi announced that it would not be running any Superbowl ads this season.  Instead, the major soft drink manufacturer has elected to undertake The Pepsi Refresh Project, a $20 million social media campaign.  The project focuses on user submitted ideas to make their communities a better place.  Bold move?  Is Pepsi wasting a huge amount of money?

I don’t think the move reallocation of funds is risky business.  In fact, I would say that it is riskier that other companies not employing the same course of action.  In a world that is steadily shifting towards social media interactions and Internet usage, the companies that do not adapt and shift will be left in the cold.  Pepsi is just leading the way.

On the other hand, if the project is not marketed in the correct manner, Pepsi might waste $20 million.  It is critical that the corporation inspires its tribe and leads a revolution.

Businesses and non-profits can learn a lot from Pepsi and their shift to social media.  Instead of marketing in the typical, and at times archaic ways, make a bold choice and undertake something that breaks the mold.  If you want to get noticed, one of the best ways is to revolutionize your industry.  Pepsi has shown us that it can be as simple as reallocating advertising funds.

No matter how the actual campaign turns out, one thing hold true – Pepsi has caught our attention.

Eric Alpin is a social media enthusiast, blogger, creative genius, and avid reader. Eric enjoys maintaining his website, ericalpin.com, editing and shooting video, reading, hanging out with his friends and girlfriend, and playing sports. Eric works full-time for a telecommunications company in the Baltimore, Md. area and is currently seeking his Bachelor’s Degree in Communication Studies. Follow him on Twitter or Facebook.

Get the book “21 Days To Twitter Leadership” The Step-By-Step Guide On How To Twitter, Get Twitter Followers And Position Yourself As The Leader In Your Industry In Less Than 10 Minutes Per Day.

*Photo By silent (e)