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If using social media isn’t part of your company’s marketing discussions, it’s probably the elephant in the room. It’s hard to ignore something that’s hogging headlines, swelling in numbers, easy to use, immediately available and, oh yeah, free.

Increasingly, social media sites are how people connect and communicate. And they also work wonders for businesses, which can use social media contacts to deepen customer relationships, expand brand awareness, share news, extend offers and even improve systems and processes by dealing directly with the ever-increasing number of customers who follow them online. A 2009 Nielsen Online survey shows that social media sites now attract two out of three online users, with greatest growth coming from 35- to 49-year-olds.

Among the horde of small businesses amping up to meet customers on social media sites is 10-year-old Virtual PBX, a telecommunications service provider headquartered in San Jose, California. Web project manager Anthony Vu explains, “Social media makes it easy for customers to attach to us and vice versa, all within the realities of our budget.” (As proof of the effectiveness of social media, I learned of Vu’s social media program through LinkedIn, where he and I, it turns out, share a mutual connection.)

What about your business? Are you ready to expand your social media presence? As you proceed, keep the following information in mind.

First, some definitions: The term social media includes opinion-sharing Internet tools — social networking Web sites, blogs, online forums, photo and video sharing, and instant messages — that people use to spread ideas. Social networking involves using social media to communicate with others.

Who’s using social media?
The audience generally divides into two groups: those below 35 years of age, and those above. Those in the younger group view social networking as a no-brainer; they’re networking online and generating content like there’s no tomorrow, though largely for social purposes. Older users participate more passively, generating little content but watching what others have to say, making them prime targets for social media marketing.

Where do social media networkers hang out?
“The popular kids at the social media lunch table include LinkedIn for business networking, Facebook and MySpace for friends, YouTube for video, Flickr for photos, Digg and StumbleUpon for recommendations, and Yelp for reviews.” That’s the word from social media marketing guru Peter Levitan, president of marketing company Citrus and author of the white paper “Social Studies 101: Deconstructing the Social Media Revolution” (well worth reading at www.citrusbegin.com/whitepapers/). You can also network with members of the Business on Main community right here on this Web site, so check it out!

What’s the purpose of social media networking?
Simply, people network to get connected. A fortunate byproduct is that social media networking builds links to and from your Web site, helping raise your search engine ranking.

Are social media networkers open to marketing messages?
They’re open to personalized, targeted communications. “At Virtual PBX, we’re establishing a single conversational voice across all social media,” says Vu. “And we’re targeting messages so the conversation always revolves around how we can add value to businesses in our community.”

The key, according to Levitan, is to “act like an interesting and informative friend instead of a marketer; like a human being, not an advertiser.” He lauds a dentist who targets messages to the Facebook pages of local residents. “Talk about drilling down,” Levitan says.

How do you proceed?
Learn which social media your customers use and establish a profile on those networks. You don’t have to hit all the outlets at once. Vu says Virtual PBX is establishing its social media voice and footprint with a company blog, a business fan page on Facebook, a LinkedIn profile and a Twitter account. Whatever networks you choose, Levitan advises to commit to continuous, positive interactions with your community. If you don’t have an experienced social media marketer on staff, contract with a professional outside your business for assistance.

Keep sight of your goal
Measure success not by the size of your online following but by how effectively your networking efforts result in customer dialog and relationships. In social media networking, the ultimate prize is an e-mail, phone call or in-person communication that converts a networking contact into a productive — and lasting — business relationship. That’s how social media can work to build your business.

Barbara Findlay Schenck is a small business strategist, the author of "Small Business Marketing for Dummies" and "Selling Your Business for Dummies," and the co-author of "Branding for Dummies and Business Plan Kit for Dummies."

A successful social network allows users to virtually connect with each other and share common ideas, goals, and values. Social network services can prove useful to small businesses as they provide a way for them to get their name out to the public and build relationships. Here are some of the top social networking websites for small businesses:

ConstantContact Community
Small business owners can now communicate on the ConstantContact community network, a leading email marketing and online survey tool. A membership with ConstantContact allows small business owners to discuss various topics on discussion boards, ranging from businesses referrals to useful resources.

Facebook
Facebook connects friends, coworkers, and classmates in various regional networks, favoring high school and college students. Facebook pages or groups can be created for small businesses to allow any member to reach, contact, and receive information about your business.

Friendster
Dedicated to ensuring friends, family, and coworkers stay in touch, Friendster enables users to share information about their interests. From referring other users to small businesses, to helping advertise your own, Friendster easily allows users to share information on their social networking website.

Konnects
Like many business social networking sites, Konnects allows business owners to build a website, join discussions, and access thousands of online communities. Konnects builds small business knowledge by allowing members to centralize your business network and learn more about your colleagues or competition.

LinkedIn
A new vocational network, LinkedIn, connects professionals around the world. Profiles are based on professional accomplishments which allow coworkers, colleagues, and clients to find you. Search for jobs, create connections, and research other members for potential occupation opportunities.

MySpace
Connect with friends, family, and other businesses around the world with the online community of MySpace. Unlike Facebook, MySpace encourages one online social network which allows small businesses to easily share information and communicate.

Networking for Professionals
The unique community of Network for Professionals combines social networking in both the virtual and real world. Members post their business profiles online along with pictures, videos or published articles, as well as commit to attending business networking events. The face-to-face interaction with your online colleagues gives Network for Professionals an edge over many business social networking sites.

Ryze
Build your small business with the social network of Ryze. A free page allows users to create business contacts, help your company make deals with other businesses, and build your small business network online. Reach thousands of business owners within one social website to share ideas, goals and beliefs.

Spoke
The ingenious networking of Spoke helps business owners already in the online social network to expand their contacts on the web. Users refer other business owners to join Spoke to have more resources on the Internet within their network. Spoke also helps to keep and build current contacts on their social network.

XING
Connect on a business level with powerful people around with world with XING. Searching for people and managing contacts allows small businesses to expand their network. Experts, decision makers, and colleagues on XING can help small business owners get professional business information.

These ten social networking websites are excellent for small businesses connecting with others on the Internet. The user friendly websites allows open online communication and the sharing of interests to help the fight against the big boxes. Sign up today, and get involved!

Cheryl Sowa is a Public Relations Coordinator for America’s Best Companies. She also writes daily for the Small Business Center.

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