Social media blogger Chris Brogan recently wrote about the idea of “microfame” and the power of social media to make people “famous” on any of a number of levels. Chris Brogan for example has become “famous” in the world of social media as an expert in the latest trends and developments. Likewise, I have a friend (offline) who has become “famous” within his small Facebook circle because of his profile pictures (currently John Travolta circa Sat. Night Fever) and updates.

The point is that we now have a very powerful platform to connect and express ourselves in ways that weren’t possible just five years ago. However, while it is much easier today to become “famous,” this fame doesn’t necessarly mean opportunity. According to Brogan,

We have this distribution mechanism, this platform, this potential to share ideas that matter, that brings us a further opportunity.

But fame isn’t trust, and the real goal, in my estimation, would be to develop trust, build relationships, and earn the attention of people in our circles of interest. That’s what matters.

As more and more self proclaimed “marketing gurus” and “social media marketing experts” jump into the world of social networking, it quickly becomes obvious that while they may have thousands of friends on Facebook or friends on Twitter, what good is it if they don’t provide something of value.

As my Twitter following grows, I’m finding that I’m being followed more and more by people with 10s of thousands of followers and I’ve followed some of them in return. However, I’m quickly finding many of the twitter users with the most followers have the least to say. I even followed one who has “twitted” about nothing more than how many followers she has and an occasional comment about coffee or something.

I’m also finding, that as I follow more and more people on Twitter, the less I’m actually reading on Twitter. I know which twitter users I enjoy, those who I talk to and those who provide valuable information. The rest get screened until I find value in something they provide.

The same is happening to my Facebook account. As the list of Friend’s grow, I tend to look for those I am interested in reading about and letting the rest go by. As the numbers grow, it’s the only way to manage these networks.

Without providing value, internet “fame” is worthless. People quickly learn how to screen the noise and even worse, label the spammers as such.

And yet there are so many out there that don’t get this basic concept. Take a look on almost any LinkedIn group and you’ll see people looking to blindly expand their network. There are now a number of Twitter applications that do nothing more then bring the classic pyramid scheme to Twitter to build followers. If you’re looking to add a random collection of followers quick, they may work well.

The RNC leadership even got into it a few weeks back bragging about who had the most “friends” on facebook culminating in the absurd challenge, “I’ll meet you on Facebook any day.”

From a business perspective, a large network is of no value unless the members of your network see value in what you bring to the table. By consistently providing value and conversing on a level of transparency and trust, the network will respond. Your network will grow, it will be much easier to spread content (with your name attached) and ultimately, bring in more customers.

What does your business bring to the table? Have you considered a white paper? White papers provide valuable information and can establish your company as an expert in the industry. Contact Jim Lodico to see how he can help you harness the power of white papers today.

Overdrive Interactive recently released their “Social Media Map for Social Media Marketing.” The “map” provides more than 150 links OverDrive, “…thinks you should care about.”

For the advanced user, it is a great one stop shop of links and new sites to explore. However, for those new to social media, it graphically captures the perceived confusion which keeps so many watching from the sidelines.

No matter where you fit on the social media competence scale, the world of social media can be overwhelming. There is always something new and a seemingly never-ending list of “must read” blogs, forums and sites all demanding profiles, conversation and constant updates. At the same time, social media is here to stay and those who continue to ignore it risk being left behind by those who understand how to apply these online tools for business.

So what should you do?

Make a New Year’s Resolution to Learn One New Social Media Tool

No matter where you fit on the social media spectrum, make it a resolution to learn one new social media tool and apply it to your business. Here’s a few tips to help you get started:

• Set clear goals about what you want to accomplish using social media. Are you looking for new leads? A better way to communicate with your clients? Expand your business network? Setting clear goals before you start will help you maintain focus as you move forward.

• Use the social-media-map above and explore. Read blogs and other online guides. There is a ton of information out there filled with tips and best practices. Determine which social media tool will help you best accomplish your goals.

• Approach your new platform as a member of the community. This is not the place to spam or shout your message. Use the platform to communicate and converse. Offer something of value and you will  get a response.

• Participate, participate, participate

• Think of your new social media platform as a part of the bigger marketing picture. While you may not directly attribute sales your online presence, your online interactions tell your client something about you or your company. Online discussions can also turn cold calls into warm contacts and help your business stand out from the rest.

Fortunately, the learning curve for social media tools moves quick. For many, the hardest thing is just getting started.

My Personal Resolution

My resolution is to optimize Twitter and further use it to grow my business. I am currently experimenting with both Twhirl and TweetDeck and finding great tools using Tweetlater. Twitter is getting a great deal of buzz at the moment and I am quickly seeing why.

You can follow me at @jlcommunication and I’ll keep you posted on how it goes.

So What’s Your Resolution?

Need a little extra motivation? Make your resolution public. Tell us in the comments below how you plan to use social media in 2009.

Jim Lodico is a freelance copywriter and public relations/social media consultant. To learn more about how Jim can help your business, visit www.jalcommunications.com or contact him at www.jalcommunication.com/contact.