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.

Old vs new Whitehouse.gov web page. Click for larger photo.

And what a difference a web page can make.

While it appears that the Obama transition team ran into a few technological snags as they encountered what to them is outdated technology (ie. Apple vs. old Windows) and government beurocracy which hasn’t yet adopted to the world of social media, it appears that the White House web page is embracing the fundamentals of social media.

A blog post on The Breifing Room: The Blog states that the new website will be based on Communication, Transparency and Participation. That pretty much covers the building blocks of all social media.

There is no question this administration is wired into the world of Web 2.0. The Obama campaign utlized Facebook, Twitter and other social media applications in a way that many businesses would envy. By now, you’ve probably also heard how the new president was determined to keep his Blackberry and they also plan on using Youtube to present what used to be known as the Fireside Chat. It appears that the Obama administration has recognized the power of social media and plans to use it to its fullest.

And yet while an office which needs to “control” the message (if for no other reason than security) more then almost anyone can embrace the world of social media, I believe it is safe to say that the majority of businesses and business executives are still cautious, don’t understand or are even afraid of the world which is about to pass them by.

In a meeting yesterday with a colleague whom I met on Twitter, we both agreed that as much as 90 percent of the population still haven’t even tested the waters of a forum, blog or social networking site. It is doubtful that I will be able to make the same comment this time next year.

So for now, I’ll leave you with a great resource of case studies I came across this morning. The following link is by Jennifer Van Grove on Mashable.com. In it she lists 40 companies which are successfully using Twitter provides and breif analysis as to what they are doing right. It’s a great resource for both the beginner and advanced user alike.

Update: Want to see the impact of the new president and inauguration day on social media? Check these numbers: Twitter had more than 150,000 tweets containing the word “Obama” on Tuesday, YouTube had more than 300,000 videos with the tag “Obama” uploaded this week, and more than 80,000 “inauguration” photos were uploaded to Flickr.

Jim Lodico is a freelance commercial copywriter and public relations/social media consultant. If you’d like help with your social media campaign or communications project, please contact him at jalodico@bizwritings.com.

Like a lot of Boomers, my client in today’s meeting said that, while he had heard of Twitter (which is not the typical response I’ve been getting so far) – he was shying away from it. He had the same reaction I did initially when I became aware of Twitter.

Who’d want to hear about me going to the grocery store? He asked.

(In my case it was: Who’d want to read: I just took the puppy out for the fifth time today. Or: I just got back from the drive-through at Wendy’s…???)

But I took the plunge and signed on to Twitter. And I admitted to my client that at first I asked myself what I thought I was doing. Did I even belong? Like him, I’m interested in results. Would there be any for me?

For months I’ve been gathering more and more info on things like Facebook vs. Twitter, and how to use blogs, backlinks, linkbaiting, and other social media channels. I feel like I’m in an accelerated MBA program – all it’s costing me is my time, which is considerable.

Actually, being a writer and so not a tech person, I feel like I’m back in Sister Kostka’s freshman algebra class – clueless, lost, and frightened that everyone will notice how little I know.

[Caveat: OK - if you're one of the honors kids and know all about this stuff -- proceed on to the blogs and links that feed your soul.]

I’m talking to people like… well, me… and my Boomer client. And anyone else just becoming aware of things like Twitter – and wondering what it means. Or if it’s worth it.

You see, my client is a very, very successful businessman who has created a second career as a motivational speaker, partner in a web design firm (www.SiteBrandBuilder.com), and poet. I learn a great deal from him. He can see the value of a Facebook page and a profile on Linkedin. He just doesn’t want to be that connected through something like Twitter.

Does he need to be? Not if he’s happy with his scope of success and quality of business and personal life. (And he is.)

Are there downsides to Twitter? Sure.

The benefits of using Twitter as a part of your communication can also provide results you could never imagine.  Let me give you a sample:

A few weeks ago, I read a question on a LinkedIn group that I belong to. It was from Michael Stelzner (www.stelzner.com), the white paper specialist. Michael Stelzner originated the first On-line Copywriting Success Summit last October. I attended the Summit — which was excellent — and have a great respect for Mike.

His question was: Is anybody else addicted to Twitter?

This question became a perfect example that I can use to explain to my clients about how social media is directly benefiting my work. Stay with me.

Doing an online conference in October led me to:

• join the LinkedIn social networking discussion group from the summit conference
• which led me to post a comment on the group discussion
• which led me to read Cindy King’s (www.cindyking.biz) very helpful comments about Twitter
• which caused us to become aware of each other
• which led me to watch her name become more prominent across social media
• and influenced my decision to join Twitter and “follow” this woman, in addition to professionals from the summit already on Twitter
• which caused Cindy King, a cross cultural marketing consultant located in Paris to also follow me on Twitter (@writerdiehl)
• which led me to ask her a question about another social media network in Europe that I’m on (Xing www.xing.com)
• which led to her answer to me by email (which was very helpful) and
• she requested that we have a phone conversation to learn more about what I do (www.marcidiehl.com).

Ultimately, we had a 1.5 hour phone meeting.

This is a perfect example of the result of social media networking.

In one week, I gained a contact and valuable resource, and she learned more about me and my work. We exchanged insights and tips, and plan to keep up our contact via Twitter and the phone. All that was missing was a cup of coffee and a table to sit at. I gained by learning some things I should do for my blogs and website, and how I might seek work on an international level.

I’m using this as one example of how fast this kind of thing can start gaining. I’m still learning – but as I learn, the results can be surprising.

And exciting. And yes – ultimately profitable. In all sorts of ways.

Marci Diehl (www.marcidiehl.com) is an experienced, high-level commercial writer and consultant with an unusual background. She’s a content creator and storyteller who believes it’s not just writing-it’s solutions.

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.

As we create public relations and media plans for the new year, my clients are increasingly looking for ways to reach out to and communicate with bloggers and other online influencers. It’s not just about the traditional media anymore. It hasn’t been for a while, but many businesses are just now catching up.

But with more than 112 million blogs out there, how do you find the ones you need to connect with?

In its recent study, the Society for New Communications Research asked social media power users in a number of industries to share how they evaluate the relevance of bloggers, podcasters and other online influencers.

Here’s what they had to say:

The number-one criteria is the quality of their content.

A close second is the relevance of the content to your business, brand or industry, followed by the influencer’s web site search engine rankings. Power users also cited a number of other factors to check out, such as name recognition, blog search engine rankings and overall traffic.

Less important, but still relevant was whether the influencers are affiliated with a traditional media outlet or have been quoted extensively within the traditional media.

Least important? Surprisingly, typical measures of audience engagement, such as active commenting on blog posts, content syndication and distribution methods, and the longevity of the blog, were ranked last.

Looking to target new media influencers in your PR efforts? Start with blog searches on your industry or business (try Google and Technorati for starters). Sort what you find with the criteria above. Then go ahead and start a conversation.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.

You may remember the panic which ensued last spring when Starbucks shut down their stores for a mid-afternoon, company-wide meeting. It was around this time that Starbucks launched My Starbucks Idea which is nothing short of a coup.

In the sake of full disclosure, I drink Starbucks about once a year. I first learned about My Starbucks Idea last April at a PRSA Maryland conference on social media. Although the site was only a month or so old, Starbucks had built an active community with their customers.

The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.

Ideas include everything from asking employees to wear name tags to making ice cubes out of coffee. The site also offers daily surveys such as “What is your favorite sugar free syrup?”

And there you have it. Starbucks is conducting marketing research which used to cost thousands for practically nothing. They have created an open line of communication allowing them to develop products in direct response to customer’s desires.

If you or your company is still struggling with the idea of social media, browse the Starbucks forum from a marketing perspective. If that doesn’t change your mind, nothing will.

Blogging evangelists will tell you that every business-large, small or solo- should have a blog. I disagree.

Sure, blogging is a great way to increase visibility, build your brand and interact with customers and clients. It’s a gatekeeper-free platform for putting your message out into the world. And there are many examples of blogs that have completely changed the way companies communicate with their customers and clients. (Check out this Washington Post article for a few.)

But a blog isn’t an automatic add into your marketing toolkit. In fact, for many companies, starting a blog is simply a bad idea.

Here’s when not to start a company blog:

When you have nothing to say. It sounds silly, but think about this for a minute. Do you know what your blog is about? Can you give it a tagline that sums that up? Do you know who is going to write it? What is the point of view? How will your brand messages be communicated? Who would be interested in reading that and are they really your target market? What exactly will you be writing? Is there an editorial calendar? Ask questions first, blog later.

When you want to sell, sell, sell. Do your eyes (or those of your sales folks) light up at the opportunity to send a constant stream of sales messages into cyberspace via your blog? Being the gatekeeper doesn’t give you license to bombard your audience with sales messages for your products and services. In the right context, blogs can be great sales tools. But information is the key here. If the content you’re providing isn’t interesting, no one is going to read it. And I don’t know anyone who searches Google in hopes of finding daily sales messages.

When you know you’ll never maintain it. I’ve seen this happen a number of times: a company leader gets it into his or her head that a company blog is a fantastic idea. Not just a company blog, but one he or she will write personally. All goes well for a few weeks. But no one’s commenting. The blogger loses interest. If this sounds like you, stop. If it’s your boss, head them off at the pass. Before launching any blog in the name of your brand, be sure you have a firm commitment and schedule for posting on a regular basis, or hire someone to do that. Understand that it might take time to build readership and commit to the process.

When you need to control the conversation. You know who you are. If your business operates rigidly from the top down and every single line of copy you write must be run through legal counsel at least twice, then blogging is not for you. Blogging is all about interaction. You can’t necessarily control where your content goes after you post it, or whether people will comment on that content elsewhere in a way that you’d rather they didn’t. So if a need for control is deeply ingrained in the business culture, save yourself a lot of time and headache. Pick something else.

Don’t get me wrong. Done right, a blog can be an effective marketing tool. But as with anything else in your marketing communications toolkit, having a solid game plan makes all the difference.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.

There’s no doubt about it. After two failed marriages, having five daughters ranging in age from nine to 23, and sometime fond memories of my mother, who would unfailingly drive me round the bend… I can safely say men and women are different.

And regardless of how politically incorrect it is to make comments like that in these stifled times, it’s a fact. So deal with it – because it’s always going to serve us well to deal with the world as it is, not how we think it is, want it to be, or think it ought to be.

“Men And Women Have Very Different Ways Of Looking At The World.”

And given the different biological roles evolution has given us, it’s really what we’d expect.

It’s a common complaint women make about men that we retreat into our “cave” when we’re facing some kind of problem or adversity, and we men in our turn complain women just want to talk about stuff when we’re trying to fix things.

What’s really happening is we’re disconnected from our emotions. We still have them, but we’re not feeling them because in times gone by, they just got in the way and male hominids that were able to act dispassionately and even ruthlessly tended to live longer.

Anyway, one consequence of all this is women are better communicators. It’s more important to them and they’re better at it. Moreover, this spills over into the way we want the world to be.

Women tend to be much more touchy-feely and into cultivating a sense of community and belonging. They tend to be more interested in win-win and have a better sense of fairness.

And what this all adds up to is…

“Women Are Better At Social Media Marketing Than Men”

Because that’s what it’s all about: a chinwag. Connecting. Sharing. Community.

Most men aren’t that interested. It mostly doesn’t turn us on at all. We do it because it’s useful, and we tend to like utility, but we don’t tend to do it very well.

Did you read how Matt Bacak has been castigated recently for how he’s handling his social media marketing? I see the points of his detractors, but I also think they’re being a little unfair: Bacak is being a typical guy.

He’s viewing social media marketing in terms of form, function and utility and not in terms of relationship.

It’s a bit of a faux-pas, to be sure, but it doesn’t make him a bad person.

Now, don’t take any of this to mean women are intrinsically “better” than men or the reverse.

We’re better at the things we’ve evolved to be better at. If I want someone to understand how I’m feeling, I’ll pick a woman; if I want someone to come with me to take on a bunch of hooligans, I’ll pick a man.

Note also, we’re all on a continuum. For a man, I’m a very good communicator; Sarah, my wife, has a fairly male brain and is better at reading a map than any woman I ever met. But I can read the same map any way up and mentally turn it round; Sarah has to have it the right way up. And so on.

Most men behave in much the same way in most situations most of the time. And so do most women. As with all marketing, it’s a game of statistics.

“Tips For Men Using Social Media Marketing”

First, remember this is social media marketing. It’s probably going to make you cringe to do a lot of this touchy-feely stuff, but if you want the results, then that’s what you’ve got to do.

If you don’t, you’re going to find yourself with a large female following (because women do like strong, confident men who communicate) but finding it’s men who are actually buying from you. I have loads of female “fans” but only one lady client. I don’t mind too much, because I love women .

Secondly, bear in mind how women like to buy: they rarely respond to a pitch. That’s why many marketers don’t do too well on teleseminars aimed at selling products to women. The women love the teleseminar because of its sense of community and communication… but then they like to go away and buy just like they do in the shops (drives me MAD!).

Thirdly, watch your language. Women tend not to be impressed by talk of wiping the floor with the competition, becoming insanely wealthy just for the hell of it, or driving fast, powerful cars. They’re looking for Utopia.

“Tips For Women Using Social Media Marketing”

Surprised they need tips? They’re supposed to be good at this, right?

Well, it depends whom they’re selling to. If they want to sell to men, they have to talk to men in a way men understand and respond to.

So, don’t write too much about how your products and services are going to improve their relationships, not even with their families. We do care but in my experience, it’s not something we get really excited about.

Don’t be afraid to talk about things which really make you tighten up inside: competition, prestige, status… all those guy things you and your girlfriends shake your heads over.

And finally, remember why you’re doing this. If you’re not careful you’ll gossip your way through the day and not actually ask for the sale. The expression “social media marketing” has the word “marketing” in it for a reason.

“Don’t Think This Is Confined To Social Media Marketing!”

I recently consulted on a project where the target market was women, and the list feeding the project was also mostly women.

And it was bombing.

Why?

Because the sales materials were being written by men and that meant they were being written for men. After I suggested they change the copy to talk about community and belonging and cooperation rather than destroying the competition and eating their children (you know the kind of copy I mean), the change was startling.

It’s happened a couple of times recently.

Another client I was consulting with said, he has tried marketing to women after taking advice from a big-name marketer whose name you WILL recognize, but neither could get it to work.

And I am not in the least surprised, because they simply take their normal marketing message, color it pink and put a “for women” badge on it.

It doesn’t work – and the women it does attract are the more male-brained ones (so when you ask them what’s wrong with your approach they tell you “nothing”, because it does indeed appeal to them).

Because it’s so important and a big unexplored area with most of my clients, Sarah has studied it in depth and knows it even better than I do. It’s a fascinating subject and well worth reading up on.

Ex-bouncer and jiu-jitsu instructor, and recovered computer programmer, Jon McCulloch is a leading independent direct marketing consultant and copywriter, author, public speaker, and entrepreneur.

He’s been featured in the Irish Times, writes a monthly column for the West Cork People, and helps business owners grow their businesses by 50% to 250% within just 12 months with a combination of powerful and ultra-effective marketing and business systems.

Visit John at http://www.small-business-marketing-tips.com.

Social media tools such as Facebook and Twitter are taking on many of the functions once completed by email. In the same way text messaging changed the way we use cell phones, Twitters and “status updates” are changing the way we communicate online.

Here are seven reasons social media will make email obsolete.

7. Email takes too much time

Nothing like opening the morning email to find 100 or more emails awaiting your attention. Just sorting them can take up the better part of a morning – least bit reading and responding. While email has made communication easier, it has also made our lives much busier.

6. Email Etiquette demands are greater then with social media tools

Email etiquette stems from traditional letter writing. Salutations and signatures are somewhat expected – at least upon first contact in an email string. Tools such as Twitter, with it’s 140 character limit, don’t allow for such formalities.

5. Email discussions can be hard to follow

Email discussions can often become so long and unwieldy as they get passed from one participant to another that those late to the discussion have no chance of catching up. Add to that the failed “reply to all” and you are soon missing important elements of the discussion.

The basic structure of a forum with the topic posted at the top of the string makes the conversation much easier to follow. Remember how the email user group used to be so popular? Now the discussion takes place in forums.

4. Social Media allows quick communication to the group

Social Media sites make it much easier to broadcast messages to the group. Instead of emailing pictures of the children to each and every family member, they are now easily posted on Facebook pages or Flickr albums.

Businesses are using social media to broadcast content to massive audiences in ways email does not allow.

3. Email can’t accommodate larger files or group access

Ever try to send a video by email? Video hosting services such as YouTube eliminate the bandwidth constraints of many email servers. Forums also allow users to post files needed by the entire group. No need to email each document individually.

2. Social Media Tools are quick and to the point

When you are limited to 140 characters (Twitter), you’ve got to be concise. Get to the point, respond, move on. Twitter also has the advantage of both broadcasting to the group or responding to the individual.

1. NO SPAM!

At least not yet. Spam is one of the biggest reasons many dread opening their morning email. Even with the best filters, it still gets through. Worse yet, spam filters often block the messages we need to see.

Unlike email, social media sites allow us to choose who sends us messages. While social media makes it easier to broadcast to the group, it also makes it easier not to listen.

So while email will always have it’s place, many are finding social media tools filling in for the shortcomings of email.

Maybe it’s because Larry McMurtry is one of my favorite writers, or maybe it’s because as a writer, I often think in metaphors – but lately I see myself this way:

I’m the scout for a wagon train (my client). We’re making our way across the social media frontier in the land of Web 2.0… It’s new territory. The hardy pioneers and I are willing to leave the familiar civilization of yesterday (literally, things change that fast) and venture into the Unknown. Our quest is to find gold, or at least a good site to build on and prosper…maybe we’re growing profit crops – okay, in a recession the quest is to at least stay alive.

My clients are small to medium-sized businesses, and I work hand-in-hand (sometimes figuratively hand-holding) with the owners, executive directors, and VPs. Most of them, including me, have been used to looking at the media-and-marketingscape with traditional tools and information. Many of those tools -print, newspapers, advertising mediums, etc. – are collapsing out from under us. We have to move forward and use new social media productively.

As a writer/consultant, one of the ways I earn my living is by learning, reading, exploring sites, gathering information, figuring out how this can benefit my client — and translating it back to them and to their clients. It’s about more than writing. It’s about thinking, analyzing, and having creative ideas that are based in sound information.

I have to admit, I’m just trying to read signs and keep from getting lost myself.

I’m a scout, not a Wizard behind a curtain. I don’t have magic answers – I don’t claim to know the territory like the back of my hand. I have to rely on my skills, instincts and yes-intuition — honed over years of experience — to read signs. My distinction is in being willing to risk and lead. To seek out useful information and leave the b.s. by the wayside where it belongs. To share that information for the benefit of my clients and colleagues.

As I come up over a ridge on the Web – I see an entire herd of buffalo drinking from a clean river. Information! Opportunity! Connections! Leads! Revenue stream! – I high-tail it back on my horse to the wagon train to tell them the good news.

Time is a precious commodity to people trying to do their jobs, run a profitable business, survive a shake-up – solve a problem. Very few have the time to read sites, read news, learn the latest-and-greatest technology. Part of my job is making time to keep track of what’s happening “out there”… recognize what is applicable and useful to the client… and send a flare by taking the information and idea to the right person. Offering options.

If you turn the wagon train a few degrees to the northwest, I tell them, you’ll be able to eat and drink for the next year.

Wagon trains are always worried about being lost and starving out there on the business prairie.

Will they be brave enough to change course and carve a new path to find resources? The brave thinkers will. The risk-takers will. The ingenious will. The others will go more slowly, but we’re all faced with that new frontier.

There’s a whole population out there who weren’t born into the tech world, and are uncomfortable with using social media. Heck, some of us don’t even know half of what our cell phones can do. But we can’t turn away from the revolution that’s taking place. I’m just saying – you may have to be gentle as you lead. Expect resistance. Some will see the opportunities and you’ll make progress together. But no one can afford to be left behind.

Being a scout can be a lonely job. The trails are confusing at times. There are so many things to check out. The pace of the wagon trains can be frustrating. Sustenance can be scarce. But you also can stumble on the perfect grazing area… a friendly town full of supplies… an unlimited horizon. Things you never knew existed.

As Jim Lodico said to me – you can read so much on the Web that you start feeling like you don’t know anything. You can certainly feel like the Lone Ranger, taking your ideas to a group that works together every day – whose mindset is sometimes in denial, or stuck in the do-as-it’s-always-been-done mode. But then — you connect with the right professional… the right business… a supportive network… a solution… You create a result that is more successful than you could’ve hoped.  The possibility is there in social marketing.

Are you a scout or on the wagon train? Are you excited about living in the Unknown? Are you feeling scared — maybe holding on to your rifle a little bit harder? Where are we headed?

Sit by the campfire and tell me your thoughts. For those of us just making the journey, it’s more likely we’ll “get there” if we help each other find the way.

When you get right down to it, it’s all about creating a productive, successful community. We’re all human. We need support. We seek it naturally. Social media is the natural extension of our need to communicate and thrive together. Only now we’re doing it on a global scale. For even the most cautious noobies among us – that has to be exciting.

Marci Diehl (www.marcidiehl.com) is an experienced, high-level commercial writer and consultant with an unusual background. She’s a content creator and storyteller who believes it’s not just writing-it’s solutions.