The buzz around social media is almost deafening. Everywhere one looks, there is a new post on a hot blog talking about leveraging Facebook to build your business or how Twitter will change the face of marketing. Perhaps they are right. But is your small business ready to jump into social media?

Your first instinct might be “of course…don’t we HAVE to be there?” Not necessarily. The temptation is to refocus marketing efforts to where the hot trends are. But you have to ask yourself some basic questions before you embark on a social media marketing effort.

First, are you fully leveraging the fundamentals of online marketing? I find that many small businesses are not implementing best practices within the basics of organic site traffic building, converting that traffic and email marketing. This troika of tactics are the core of a sound online marketing program and venturing into social media at the expense of these key areas would be irresponsible.

It’s not surprising that in these tough economic times that most small businesses have to be shrewd in their marketing efforts. Does it really make sense to refocus resources to Facebook or Twitter at the expense of building sound email engagement pathways that can convert existing customers into repeat buyers?

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“Knowing I need to listen and how to listen is not enough. Unless I want to listen, have the desire, it won’t be a habit in my life.” Stephen Covey

7 Habits of Highly Effective People

Listening Inspired Marketing

The amount of time people are spending on line interacting with sites like Facebook and Twitter has increased exponentially in just the past year. Businesses are discovering that by listening to and interacting in the conversations, they are able to tap into the pulse of their market.

According to emarketer.com in a study completed in 2008, 77 % of internet and mobile phone users ages 15 – 17 use instant messaging, 76 use social networking sites, and 70 percent communicate using text messaging. This is a global phenomena and offer “instant” influence in the branding and buying power among this age group.

Recent reports show that Facebook viewers spend an average of 55 minutes a day interacting on that site alone, sharing information, commenting on friends status and sites that they “like” as well as visiting recommended pages. On Facebook alone, one Page owner can influence all of their thousands of followers with one click. Add into that the factor that most people active in Social Networking participate and link many accounts such as Twitter, YouTube and more extending their circle of influence even further.

How Businesses can “Listen”

1. Listen by observing the influencers – Locate those who have the highest number of followers or friends and join the page or follow the influencer. Then study their approach. Many have a strategy of communication that has attracted their followers and keep them loyal. Determine what that strategy is that works and duplicate it.

What are they saying? How are they involving people in conversation? How do they recognize the loyal contributors? What are they offering that is of value?

Often an influencer builds momentum by being helpful, providing valuable tips and answers to questions. They are interactive and communicate in an engaging way.

2. Listen by gathering data – What are the topics that are receiving the most attention? Which topics get repeated and passed on? Learn by example. Customize the message into a style that works for your business. Are people talking about items in the news, recent purchases or problems they need to have solved? What are the feelings being communicated – frustration, excitement, confusion? Respond to that in conversation.

Notice how those who report information tend to not be as interactive. They insert a quote or a link and leave. Those who ask questions or respond to status updates interact & generate additional responses which build relationships.

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