Feeling adrift in the ocean of Web 2.0?

Social media is kind of like an ocean’s wave: vast beyond comprehension, powerful and deep, yet gentle enough for anyone to dip their toes; it can transport information (and ultimately product) across the globe, and it can destroy those passively taking in the scenery in record time.

The thousands of groups, services, news and information gathering sites, social networking sites, video-sharing sites, etc. are like shells deep enough in the water to swirl around with each passing wave, but not too large to get swept out to sea and lost forever.

Carrying this forth, we are the sand – 1.6 Billion of us online at differing depths into the sea of Web 2.0. Each of us with different levels of interest in participation, each of us safe in our own shells with our own groups, sites, etc.

Just because we may not see the ocean for the sand, trust me - it’s out there. It can be very scary, but just like any other adventure, social media involvement begins with a few small steps:

1. Prepare yourself to let go of the old advertising paradigm. Devising a sale and plopping an ad in the paper isn’t going to cut it anymore, and gimmicks only work when they truly connect with customers. Most of us aren’t up for any unnecessary time-wasters and are looking for valuable information, not a schmaltzy sales pitch.
2. Prepare yourself to really listen to your customers. Gone are the days of being able to ignore customers, because someone new was just ready to walk in the door anyway… They’re not flocking anywhere, and if you get a customer, you’ve got to genuinely work to keep them.
3. Prepare yourself to really hear what your customers are saying. Yeah, see point 2 about that…
4. Dig in and listen to what’s being said about you, your business, your competitors, your industry, your area, etc. Pack up your ego and embrace the concept that you can’t get better until you get honest. Sometimes, that honesty will sting. But, like a flu shot, the sting only protects you from something more insidious. Learn from what’s being said.
5. Look and see who the ‘influencers’ are and see what they are saying and who is listening to them. The Web’s not a popularity contest although some might think that way…), it’s a valuable resource. Learn who gets heard in your market area and initiate conversation.
6. Do not do not do not hop into the Social Media ocean with a hearty hi-ho sales pitch. You will get pushed under. ‘Nuf said. Save the sale for later.
7. Here’s the toughie – begin interacting with influencers and groups – as YOU, not as your business. The old phrase that still is true online is that customers don’t care what you know, until they know that you care; that you’re listening, responding and being a part of something bigger than your business.
8. Have fun! Social media is about letting the world see you first, getting to like you second, and then listening to what you have to say.

Safe sailing!