The social media treadmill, Part 1.

If you find yourself peering over your keyboard into the online abyss of social media, wondering if you should scrap your traditional marketing plan for something more hip, I’ve got a few nudges to convert you from spectator to participator. As you’re well aware, the social media treadmill is moving whether you’re on it or not. The conversation hasn’t changed, it’s just found a new venue and a few million extra participants. If you haven’t linked, tweeted, blogged, wikied, been digged or checked your wall lately on behalf of your business, I suggest you read these four compelling reasons to lace up.

1. Be Yourself
Think about taking a client or prospect out for an afternoon of golf. Business may be the reason you’re there, but it’s truly a time to build a relationship and chat on a different level. Save the business speak for other outlets. Online, whether it be Facebook or Twitter, etc., is where you and your colleagues can take an individual approach, talk about yourself—why you like what you do and how you hope it benefits others. Make an effort to learn about other participant’s interests and sincerely pay attention to what matters to them. If you do talk about your business, keep it light and informational rather than hard sell.

2. Own the Conversation
If you’re not talking about your business, someone else may be. Own the conversation by providing a location for it to take place. Create peer-to-peer support forums or LinkedIn groups with topical discussions. Set up a blog with write ups on your latest products, services and campaigns and ask for feedback. Construct a YouTube Channel with instructional videos. Proactively find out what people are thinking rather than reacting to something you find later. You may hear praise or criticism, but you’ll be in the position to respond as a leader. Above all, by owning and controlling the conversation, you’re demonstrating your willingness to listen and engage.

3. Promote Word of Mouth
People who are passionate about your products and services will be more compelled to let others know about their experience with them. It’s not dissimilar from endorsements on a book dust jacket or quotes in a product brochure. Having a social media presence as part of, or in addition to, your Web site can be gravy when it comes to capturing enthusiastic reviews from early-adopters and fans. On the flip side, skeptics and prospects are eager to hear what others say about you, not necessarily what you say about you. Using some form of social media transitions the traditional monologue from your business into a social dialog about your business. This third-party credibility can greatly enhance interest in your offering and establish belief in the benefits.

4. Watch the Bottom Line
Practically speaking, social media is cheaper, less restrictive and easier to modify than traditional media. Alternately, it requires a time investment, careful moderation and consistency. It’s not a one-time interaction that you forget about. I’m not suggesting tossing out what already works—virtual components can integrate seamlessly and add value in ways and places that traditional media can’t.

If you haven’t already started your warm up or stretched a bit, take some time to check out what some of your favorite companies are doing. Visit their corporate blogs, forums or other social outlets. Take a few mental notes on what you like and maybe some ways you could apply something similar. Most of all, don’t allow yourself to be overwhelmed—there’s still time to get on the social media treadmill.

(Stay tuned for part two of this article with breakdowns of some of the more popular tools and examples of how they’ve been successfully used for others and could be used for you.)

Written by Jeremy Elder, Interactive Designer at Introworks.

Already using social media for your business? Take a moment to comment and tell others how it has worked for you.