Don't be afraid of Social Media. Your business needs it.

November 5, 3:59 PMAlbuquerque Social Media ExaminerZane Good

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I find it curious that companies still have a hard time understanding social media and how it is able to help their business. No, the answer might not be at first apparent, but that's because we are supposed to research how it will help our particular business. So, it's not going to be immediately understood.

The World Wide Web went through its growing pains, where people didn't know how to use it, and we now rely on it for everything from information gathering to coffin purchases. It's a matter of viewing social media as just that... far reaching social contacts not previously possible when we just slapped up a slick web brochure.

Any business relies on its ability to satisfy the needs of its customers at a profit. If a new way to reach people comes about which was not previously available, then we need to embrace it, and figure out how best to use it. The only ones asking the questions are those who don't understand this concept (or, who, perhaps want to sensationalize their ignorance for some other gain - yes, as long as attention is given, they will act dumb too).

As far as who uses the tools in the office, well, let's not be ignorant... someone has to! It's best to think ahead of time what restrictions you want to put into place, and then put it into a handbook. Remember, though, a lot is involved in keeping up appearances, so to speak, in social media. So, don't minimize the task, especially when your definition includes things like video and podcasting. This takes a lot of time, and a specialized skill set to accomplish. So, figure out how you need it. Address it internally. Hire either a freelancer or full-timer. And go for it! Either way, it needs serious consideration to implement.

Social Media is going to change. How it ends up looking depends on how we use it the most. The important thing to remember is that we have an opportunity to be really smart or really dumb about how we connect with our customers.

I vote: Smart! How about you?