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Social media is changing daily the way businesses interact with customers. With the development of social media, companies are interacting with current and potential customers on a more personal level. This personal level of interaction through the use of blogs, networking sites, applications and online publishing to name a few brings marketing to a new level. Prior to the development of social media a business was left with one-way communication with its prospects. This one way communication was unable to develop "personal" relationships with customers. This personal relationship allows companies to gauge their performance within specific campaign techniques. Social media may be one of the biggest changes in business communication since the introduction of mass media. Social media continues to change and requires one to stay abreast of new developments. In Feb 2005 social media use was represented by only 5% of adult internet users. In April of 2009 that number had grown to 46% of adult internet users. Your company could be interacting and gaining personal relationships with 46% of adult users today! While social media is not perceived as a business requirement by some, I feel the numbers speak for themselves.

Since the implementation of social media it has provided a platform to bring people and communities with similar interests and goals together. Social media allows people to discuss and communicate with each other about different things without interference. Social media marketing makes use of these platforms to increase a business's exposure through a highly targeted group of consumers. The networking platform allows us to build personal relationships with these customers much quicker than traditional methods. There are many platforms and choices available to a company interested in social media. Simply opening a Facebook page for your company is a great start but not as effective as it could be without complimenting it using the ever-changing methods of acquiring targeted audiences. Social media marketing and networking change on a daily basis. It is imperative that you as a company take part in the new tools developed to stay on top.

There are many examples of social media. One of the better known is Twitter. Twitter allows you to build a group of people interested in what you have to say. Then when you make a statement or advertisement, those people that are already interested in you get it. Think of the possibilities...A discount or sale advertised to those already interested in you without any incurred advertising cost! While Twitter is right for many businesses, with others it may prove inadequate. Be wary of those building lists of uninterested or untargeted audiences. The greater number of followers is not always the answer. Another popular example would be Facebook. Facebook allows us to create Fan Pages and Groups ultimately reaching our targeted audience in the same manner but allows more customer interaction and engagement thus building a personal relationship with our guests. While these are only two examples of networking sites, a company must also integrate blogs, articles, applications and many other networking sites to create a successful social media marketing campaign. Think of it as a new approach to marketing. It doesn't happen overnight and it does require someone with a specialty in designing these campaigns.

At first, when a company becomes involved in social media, they quickly learn they can't be all things to all people. This is where a company needs to target its campaigns on those people who are the best fit for them. From polls to surveys a business can determine the best fit consumer and will ultimately be able to focus their influencers on those people who are the best fit for them. The information received from these polls and surveys in received and utilized to improve a company's social media marketing campaign.

While social media may seem a little overwhelming at a first glance, there are companies specializing in the implementation and management of these campaigns for your business. These internet marketing companies bring together highly qualified and experienced professionals to create and manage your social media marketing. Think of it as outsourcing an entire marketing division. You get expert knowledge for a significant reduction in salary and benefit costs to your company.