Think back to the year 2000. If someone explained the concept of Twitter, Foursquare, or Facebook to you, you’d probably laugh.

Now it’s 2010, and social media is embedded in the daily functions of our lives. Businesses check their media feeds while they have their first cup of coffee. News stories are now being broken on Twitter before a reporter can reach the scene. People are meeting in person through social media connections (Tweetups and Facebook events). Let’s not forget that people are also constantly connected to the internet through their cellphones, computer or laptop.
If social media is still just a silly trend in your mind, you’re probably behind the curve. My marketing professor told me, “In the business world, only the fastest survive.” He’s absolutely right. If you can’t stay current, then you’ll become obsolete.

Swim Fast or Die

A prime example: Facebook vs Myspace. Myspace was all the rage about three years ago, and Facebook was still gaining momentum. Facebook was able to execute a better operating system, it was easier to operate and it was significantly less time consuming. Facebook uses microblogging, while Myspace demands more of a users time. The streamlined style of Facebook beat out the antiquated website-like styling of Myspace. Seriously, when was the last time you logged into your Myspace? That is if you still even have one.

So, what can a business gain by using social media as a tool? A lot.

Foursquare?
Take Foursquare for example; it’s members use their phones to “check-in” at various locations. After so many “check-ins” you can become a mayor, or earn other esteemed titles. Ultimately, it’s just a fun game and it allows you and your friends to see where you are in the world.
Companies are taking note though, and they are actually utilizing Foursquare to their advantage. Foursquare Perspectives, by Awareness, allows companies to evaluate “check-in” trends and behavior patterns.

What does this mean for a business owner? If you have a high volume of your customers that are Foursquare users, a business could offer a discount for “checking-in” at their location. The business creates a fortified relationship with its customer because it is making a personal connection, and repeat business is likely to follow. That customer may even spread the word, and the business will grow with little to no cost to the business owner.

Be My Friend
Facebook is one of the easiest forms of social media, and it has one of the highest adoption rates in terms of its users. It is also a goldmine for marketing opportunities. Companies can create pages and post updates about what’s happening in their world. This means that a company can promote an upcoming sale, or a new product.

Facebook also serves public relations tool. If a company just performed charity work, or wants to honor an employee it can do so through photos and status update.

Feedback is the best tool of all for the Facebook user. Companies can post links to products, or create an update about what they are currently working on. Friends of the company can then post their comments, which provides the company with some insight as to how their work is being perceived. Again, this is inexpensive to the business, and it builds a personal connection with the customer. Being friends with a company makes the customer feel special, as if they belonged to an elite group. So, start accepting those add requests!

Tweet Tweet!
Isn’t that the place where celebrities announce that they just brushed their teeth? Yes, but it turns out that there is more to it!

Personally, I thought Twitter was completely irrelevant until I saw its power in action. As I said before, news stories have been broken on Twitter before a news crew can even reach the scene. Victims of the earthquake in Haiti were tweeting immediately after the earthquake subsided. Twitter is almost as instantaneous as a thought, and its micro-blogging design caters to this concept perfectly.

How can a company use Twitter? The Dallas Mavericks gives away game tickets through Twitter, and tweets about upcoming viewing parties It’s rewarding to be a  follower, and once again it is an inexpensive way to promote positive marketing.

Companies can also use Twitter for feedback. If I were to type #Corner6labs #fail, I would probably receive a response from one of our lab technicians in a matter of minutes, asking me what’s wrong. Instead of being dissatisfied with a service, Corner6 has a second chance at righting a wrong that a customer is experiencing. It shows that the company cares.

There have been times when I have tweeted about a basketball team or a particular company, and because I included their name, they wanted to follow me. These are businesses that are ahead of the curve, and they want to make sure that their consumers are happy.

Twitter is even included in television shows. BET’s, ”106 & Park” has a trending topic of the day, and the hosts reference it throughout the broadcast  to see what people are posting. It provides a tweeter with the opportunity to be seen and heard on television, and it engages them on a personal level. What does this mean? Twitter is here to stay. At least until something bigger and better makes it outdated.

Watch Me
Youtube is not just a place for you to watch music videos and college pranks. Youtube adds a face and a voice to your company. It may be the most personal connection that a company can make with its consumer. It’s just shy of having a physical person in the room with you.

A Youtube video can portray the attitude of a company through spokespeople, testimonials, interviews and behind-the-scenes video footage. Companies can also use Youtube to create instructional videos for its customers or employees.

Also, it’s very non-committal. Sitting down to read someone’s blog or status takes time and dedication. We all know how short our attention spans are these days. So, if a consumer can watch a company’s message instead of read about it, there is a higher chance of capturing their attention and engaging them.

Other companies are similar to Youtube’s format. Justin.tv hosts broadcasts and channels for people to view that are created by its users. Who can be a user? Anyone. A company could create a weekly broadcast that recaps events and progress made during the week, which could be viewed by consumers and employees alike. It’s an easier way to keep everyone in the loop, and it just requires a video camera, a few cables and a microphone. You don’t need a fancy studio setting.

Late Adopters
So what’s your excuse? Do you think that your customers don’t use social media? Are you crazy?!  Ad-ology  found that 31% of small business owners have this mentality. Social media should be the tool of choice for a small business owner. It is virtually free to use and it only commands a small portion of your time compared to the foot traffic it can bring in. The key is to be intelligent about what social media platform you choose. If you’re a business to business company, LinkedIn might be your best option. If you’re a small bakery, a Facebook fan page may be best. Do some research and figure out what fits your company.

Another mistake people make is that they don’t keep their accounts current. If you have a following, you need to keep them interested, and that means that you need to update. How many times have you visited someone’s blog or Twitter and saw that the last update occurred six months ago. This is simply lazy. If you aren’t gaining any new followers, make sure that your customers are aware that you actually participate in social media. Print it on your business cards or place it somewhere visible in your establishment. If the consumer doesn’t know to look for you, they won’t.

Try It
Still don’t think social media is right for you? Here is a challenge; make an account with a social media company that you haven’t tried before. Try it out for a month, and see if it has made any changes to your business operations. If you’re clueless about setting up these accounts or operating them, I suggest visiting Youtube and finding a “how-to” video. You can’t succeed if you don’t try. What do you have to lose?

About the Author: Talissa Beall