Guest Post By Kaushal R. Gandhi

Many people across the globe adore the social media; some are practically hooked onto it, as it offers tremendous scope for being social. People everywhere, have begun to extensively use it, to promote their brands to an unlimited audience.

And yet, there are many people who dare not enter this spectrum, in fear of the new and all powerful medium.

Why are people afraid to introduce their brands in social media?

They worry much about how social media would treat the brand; they have worked so strenuously to build up over the years. There is a great level of uncertainty and fear that social media might bring an adverse effect on their brand image. Considering the time and energy spent on building a brand, it would only be right to think twice before embracing this new medium. But it is definitely worth a chance and has worked miraculously for brands over the world.

How to make use of social media to promote your brand?

Do not use old marketing styles in social media

Most brands follow the erstwhile strategies of marketing. These will however, not succeed in social media. Many people might have tried this but failed, not knowing why.

Bring in creative new ideas

The world of social media calls for creative and completely new outlook to marketing. And every brand that enters this circle must be equipped with ideas and strategies suited, for this type of a medium.

Help your brand to evolve

Moreover, it is important to remember that when using social media, you must work on evolving your brand in this new space. The communication, metrics, patterns and opportunities should be well researched and understood.

Here are some questions we should ask ourselves

Is using social media in today’s world- a need or a luxury? Am I ready to venture into this new space and squeeze out the many opportunities it provides? Am I ready to take that step towards helping my brand grow further? Do I understand the growing change? Am I ready to be social?

To Conclude

The world is changing and fast. Social media is one of its new faces and has much to offer to every person and great opportunities for the growth of brands. Why not look at it as a new venue, to get our products known? It could be just another easy way to call in new customers. Question is, are we ready to do away with our skepticism? Moreover, are we ready to handle it?

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Kaushal Gandhi is Director at Aaris Internet Solutions Pvt. Ltd. Aaris is SEO company in India. Kaushal has conceptualized SEO Traingulation Method to get desired ranking. In addition, he is also a passionate blogger and writes on diverse topics such as Search Engine Optimization, PPC Management and Social Media.

As I’ve mentioned before, when you engage people natural relationships form. Forming relationships is very important, but there needs to be a good balance. If you use social media for the sole purpose of making friends, you aren’t doing your business any good. If you use social media only to meet people so you can market to them, you aren’t building a community of friendly customers and prospects.

You have a business and you’re looking for prospects and customers. But you need to be willing to develop relationships beyond the prospect level without neglecting your core reason for doing all this in the first place… lead generation and finding new customers.

Here are a few tips to navigate the choppy social media relationship waters.

Be real

You can’t connect with people by hiding behind an anonymous blog persona. I see many business people hide themselves online. Some folks post no profile pictures, they don’t use their real name and don’t include a physical address or email. The best they offer website visitors is an impersonal contact form.

You can do better than this. Be a real person – online.

Be available

Once you present yourself as a flesh and blood homo sapien it is important to make yourself approachable. You can do this by asking for blog comments and feedback. Invite people to email or message you via social networks like Facebook and Twitter. Also be willing to grant interviews (no matter how small) and advice and support to anyone that asks.

Be upfront about your intentions

Make it clear that you are online to do business. I do this with Folk Media. I hope that we are giving you as a reader so much value from all the free trainings, teleseminars, resources and advice that you buy our stuff.

Do the same in your business. Make it clear that you are there as a real person and you are available for a professional relationship. But also make it clear that you are running a business. People will appreciate the fact that you shoot straight and don’t cloak your intentions.

The key to online social media relationships is to make it easy for people to reach out and connect with you. Of course, you’ll have to reach out to others as well. But follow these tips above and you will have a much easier time building online business relationships.

Today’s Action step: put a face to your business

Take a few moments to evaluate your online profiles and business presence. Is it clear that humans are behind what you do? Does your business have a personality or is your website another corporate looking faceless site?

Be sure to make it easy for people to call, email and visit you. Upload a few real photos of real people that work with you.  Make it clear that you want professional relationships with your prospects.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. 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 or Google Buzz.

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*Photo by Beatnic

After you establish a presence on various social media sites – your next step is to engage with people.

Engagement is the obvious next step

Engagement seems like it would be obvious but it’s not. A lot of small businesses set up Facebook pages and Twitter accounts but never interact with people through these platforms. It’s like showing up at a party then sitting in the corner not talking to anyone all night. By engaging people you will build up your credibility and attract prospects and customers.

Engagement is more than talking

Engagement is more than just talking about what YOU are doing in your business. You’re goal is to develop a tribe of people who know, like and trust you. You’ll need to spend the time getting to know people.

First, shift your mindset from PROSPECT to FRIENDSHIP. The worst thing you can do is see every single person online as a potential customer.

I can remember being involved with a network marketing company over a decade ago. I wasn’t very successful at it because my mindset was all wrong. I viewed every person I met as a potential sales recruit for my company. I was only looking at what I could GET from people.

Fast forward to today. I now look at people and ask “what can I GIVE this person to add value to them?”

Don’t get me wrong. I’m running a business and I’d love for you to buy our products and services.

BUT – my personal goal is to engage with people no matter who they are. I’d encourage you to do the same.

Practical steps to engagement

Here are a few simple tips to get you started:

• Ask people to comment on your blog posts
• Comment on other people’s blog posts
• reply to Twitter messages with advice or questions
• Post polls, surveys and questions on your Facebook page
• Ask questions via Twitter and other networks

Today’s 10 minute action step: make a blog comment

Take 10 minutes right now and find a blog to comment on. Read a post, formulate a clear thought that adds value to the conversation and comment. That’s it.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. 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 or Google Buzz.

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*Photo By Zeno

Stop looking at all the shiny tools and build something

I’m a huge proponent of a solid social media strategy before you jump in with both feet.

But…

It is better to start and adjust as you go than to continually wait until you have your perfect plan in place.

There are really two types of planning.

1. Knowing what you need to do and planning for it. (using solid data)
2. Not knowing what to do and TRYING to plan for it. (using hunches)

Sometimes you have to go off your hunches.

If you’ve been reading this blog and have joined us on our free training teleseminars you have 99% more social media training than most businesses. But you could read these articles for an entire year and there is no way you would know it all.

At some point you’ll have to start taking action for your small business and see what results you get.

Take what you have learned and sketch out a plan. Go from what you’ve learned here. You already know you need a blog, email list, Facebook page and Twitter profile. Set those up first.

Then begin to work on expanding the your presence onto more platforms.

Today’s Action step: Join other people in the same boat

I’d recommend that you get started – but also start networking with other people who are small business owners. We are pulling together a group of like-minded small business professionals over at the Folk Media Facebook Page. We’d love to have you join us and ask questions to your peers and our Folk Media coaches.

Join us on Facebook – let’s kickstart your business this month and begin to get you some marketing results and sales.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. 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 or Google Buzz.

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Photo By mysunshine

We’ve covered social media strategy in the past, but in this article I’m going to dive deeper into the subject of having a presence in the social media world.

No one can talk to you if you aren’t in the room

Some have suggested that it is best to think of social media as a giant party. If you are saying to yourself, “wait a minute, I want to use social media to do business. I can’t do business at a party,” then you’re on the right track.

Social media, much like a party, is a great way to meet people and build relationships that can BECOME business opportunities.  The problem is – you actually have to show up to “the party” in the first place.

Enter PRESENCE

Having a “social media presence” means simply that you have profiles and accounts on various social media platforms. Accounts are easy to set up and can be done in a matter of minutes.

The goal is to have a presence on every social media site that can offer you a return on the time investment it will take to be there. For example, if you are a B2B company that sells to C-level executives, you may find that your audience is more likely to be on LinkedIn over MySpace. It would be crazy for you to significantly invest your time and effort into a MySpace profile.

The reverse is true if you are a music band. Spending time releasing your songs on LinkedIn would be foolish. MySpace would be the better choice.

The moral of the story is this…

Set up a few accounts and establish a PRESENCE in places you feel your audience gathers. If you are stuck on where to start I think 99% of businesses won’t go wrong by setting up accounts on the big three: Facebook, Twitter and LinkedIn.

Start with a personal presence on each of these sites first, then expand into a business presence. You need to use social media on a personal level before you can effectively use it for your business.

Nuts and bolts of establishing your presence

Let me be clear – don’t go out and set up 10-20 social media accounts. Take the time to set up three. Once you have a handle on them, then you can branch out.

I would recommend you set up accounts in this order:

• Facebook – over 400 million people use this service.
• LinkedIn – business people respect it, even if they don’t use social media.
• Twitter – the growth of Twitter continues. Everyone from actors to journalists to politicians are using it.

As you spend time setting up accounts, I recommend you keep a spreadsheet of all your usernames and passwords. Start this now and as you grow your social media presence add to it. This will keep you organized in the future as you scale things.

Today’s Action step: Set up your first profile

Start by opening your next social media profile. If you’ve already started a Facebook account, spend time right now setting up your LinkedIn profile. If you have a Facebook and LinkedIn account, Twitter is next.

The goal is to get a presence for your business on these three major social media sites. In the near future I’ll walk you through the next steps of engagement, relationships, influence and measurement/maintenance.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. 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 or Google Buzz.

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Photo By enuwy

Join us for a free special training teleseminar where you will learn the concepts, the strategies and tactics behind using social media to generate leads and sales for your business.

Here’s just some of the keys you’ll learn by attending this event:

• Why social media marketing is so important for you to be doing right now in your business.
• What social media really is and how all your marketing can benefit from using it. (I’ll walk you through each tool and explain what it’s used for)
• The 5 big myths social media “gurus” tell you about Twitter, Facebook, YouTube and LinkedIn and how to do the opposite to see success.
• The 3 key areas to focus on when starting with social media. (Don’t do number three and you might as well pound your head against a wall for three months).
• A drop-dead simple step-by-step strategy blueprint that you can follow to begin using social media immediately. (I’ll give you the slides, notes, graphics… everything).
• 3 Specific strategies for Facebook, Twitter and YouTube that will increase your Google ranking, drive prospects to your website and increase sales conversions.
• Plus: answers to all your specific questions. (In fact, feel free to ask some questions below).

In case we haven’t met before — my name is Joel Mark Witt and I’m the publisher of Folk Media. Folk Media is on pace to help over 500 small businesses create, use and profit from a solid social media strategy.

I’ve got a partner to help in achieving this. His name is John Lucchetti and he’s the newest addition to the Folk Media team. He’s an expert at online marketing and a frequent contributor to our site.

On the call, you’ll be learning the same strategies we share with our private clients and which we’ve used to grow our own businesses.

But let me be clear … we’re not talking about those complex, soul-ripping, stress-creating, zombie-state-inducing strategies that will leave you numb and unable to execute.

You see, while so called “social media gurus” tell you to “get out there – listen – and join the conversations” – they don’t share a overall strategy with you to make that a reality. It’s nice rhetoric – but you need a solid plan. What you may not know is that there are 3 major areas to focus on when using Twitter, Facebook, YouTube, LinkedIn and other social networking sites. The truth is – most of these sites won’t be around in 3-5 years. But the strategies that we teach our clients will be. Used strategically, you can use these strategies any time, with any type of social media platform to create instant surges of sales leads, attract new clients at will, and create a steady stream of potential clients.

What we’re going to focus on is a fast-start version of social media strategy that you can implement right after the call.

We’ll talk about the power of strategy, the systems to use for maximum impact and results without sucking up all your time, and the blueprint for fast “guerrilla-style” social media results you can start doing right away – without hiring any “guru” or agency!

It is critical that you register for this teleseminar now

After you register, leave your most important questions about social media marketing in the comments section below. We’ll answer them right here on the post.

*Photo by whiteafrican

Social media is a two-sided coin.

On one side of the coin are the hype peddlers who tell you that this stuff is hard and they have the secrets to guide you every step of the way. They obviously don’t want you to learn how to do this on your own.

The backside of the coin is worse. These people tell you to “jump in” … “try stuff” … “figure it out.”

That may work for you if you like to wander aimlessly in the dark. But it’s usually better to have some guidance.

I understand that 99% of professionals don’t have time to waste “figuring it out” by trial and error. But I also know that 99% of small businesses and nonprofits can’t afford to hire a social media consultant for thousands of dollars a month.

So here’s my five-part strategy for using social media.

PRESENCE => ENGAGEMENT => RELATIONSHIP => INFLUENCE => MAINTENANCE

1) Presence

Without presence you have nothing. This is the stage that you set up accounts and announce to the world that you are online. Most businesses have gotten to this stage already. If you’re business hasn’t developed an online social media presence, now is the time.

2) Engagement

Having a presence is good, but the next step is to begin engaging people online. You do this through listening and helping others. Your goal at this stage is to spend time developing a dialogue.

There are two ways to really make this work for you. First, target people geographically. There are people who live in your town or region already using social media tools like Twitter, Facebook, YouTube and Flickr. Reach out to them since they are in your backyard.

Second, engage with people in your industry or area of interest. These folks may live half way around the world, but they share a common bond with you.

3) Relationship

As you begin to engage people natural relationships will form. Author Seth Godin calls it Permission Marketing. But I’ll caution you…

If you use social media for the SOLE purpose of marketing and only engage with people to ultimately market to them, you will  be seen as a smarmy dishonest person.

Instead, look to truly connect with folks for the sake of connecting. It’s okay to market and share products and services, but do it in a genuine way.

4) Influence

When you spend time building relationships with people by engaging them online, you will naturally build influence.

Influence is how businesses ultimately grow. But you only achieve influence when you spend time with a relationship.

5) Maintenance

Ask any divorce lawyer about this stage. Obviously all married people were in a relationship with influence at some point during their married lives. But they failed to maintain a relationship over time.

Don’t let this happen to your social media relationships. Continue to be helpful. Offer value. Be passionate and keep the lines of communication open.

People are not levers to pull. Social media is PEOPLE media. Be aware that each person you interact with could one day be your customer, advocate, investor, donor or friend.

Treating people like actual humans is, by far, the best strategy for social media.

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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 or Google Buzz.

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*Photo by pshutterbug

Social media (as a term and business tool) has only been around for a few years and has already skyrocketed to the top of the list for leaders and businesses to embrace. Some have rejected it completely. Others have jumped in with both feet only to find the water too deep to touch bottom.

In reading Eric Hoffer’s classic book The True Believer he outlines three levels of leadership, people of words, fanatics and practical people of action.

People of Words

People of words articulate the teachings of a movement.

In the social media world, these are the A-list bloggers and speakers. Chris Brogan, Seth Godin and Brian Clark are in this group. Do they have legit businesses and take action? Yes. But primarily they are setting the tone and pace for the rest of the social media crowd.

When they write or speak the multitudes of social media “learners” listen.

Fanatics

Fanatics marshal the believers of a movement.

Gary Vaynerchuk is a fanatic… so are Laura Roeder and Mari Smith. Social media fanatics have an awesome skill for building community. They know how to group people together and inspire them. They can rally people behind the cause.

Practical People of Action

Practical people of action get the job done at the street level.

This is you. The person “in the trench” with a real life business using the strategies and ideas set forth by the first two groups.

You are like the other everyday professionals who sell windows, clean carpets, manage nonprofits, provide insurance, file people’s taxes and own retail stores.

Some of the advice of social media writers is “get out there – try it – and see what sticks.” The problem is, you can’ afford this luxury. Your business is probably too fragile to spend time playing around to “see what sticks.”

Where You Should Look

My suggestion is to find authors, speakers and websites providing practical strategies and techniques that work. It’s also a good idea to listen to some of those who have done it before… you know the people who aren’t social media professionals, but actually have to make social media work INSIDE their organization. You can find these people at industry trade shows and in your local chamber of commerce.

Spend the time asking questions at your local chamber of commerce. Most likely there are several businesses who have tried social media and have had success. Also – seek out case studies and watch large businesses too.

The people I mentioned above know their stuff. You should read everything that Chris, Mari, Brian, Laura, Gary, and Seth put out. They’ve had to make social media work for themselves, their businesses and clients. But there are some snake oil salesmen types (not mentioned in this article) that have NEVER had to use social media inside an actual organization. Beware.

If you are reading Folk Media regularly and have joined the Folk Media Insider Program, you are looking for action steps and simple, practical ways to implement social media in your business. Our promise is to come along side you and continue to provide straightforward activities that will ultimately increase your bottom line and brand awareness.

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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 has to use the advice he gives, since he currently manages the social media presence for the Maryland Z00. Joel is also 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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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