What is social media

One essential of 'social media' is that it is information which is shared and on the internet.  But in the vast majority of cases, there is also an expectation of interaction - the ability to 'like' or '+1' and to comment. Content where this interaction is blocked or non-existent is therefore at best 'failed' social media.  

Whether the terms social media and social networking are totally synonymous is open to debate, but they are assumed to be on this web-page.

Why should Businesses be active in Social Media?

Because:

• Online reputation is now very important factor in people's buying decisions - you need to be aware of it and be influencing it
• Sharing by others can add a multiplier effect to your marketing efforts
• Your actual and perceived customer service can be enhanced by the way that you are seen to handle online complaints
• If done correctly, it can greatly enhance the search rankings of your web-pages
• It's a brand builder and can establish your expertise with the contribution you make to discussions
• It can be a great way of getting past gate-keepers - establishing direct contact with decision makers and building relationship

Dangers of Social Media

In the social media world which we all now occupy (like it or not):

• It is seen to be poor not responding to criticism but far worse to respond in the wrong way 
• Direct self-promotion often brings a negative return - it's far better to demonstrate than claim
• Direct selling is rarely productive.  Apply the same rule as you would when in the 'real world' - consider the understanding and relationship you have there before you would broach the subject of a possible sale