We all hear constantly about the Social Media, yet the vast majority of us do not fully understand either what it is, nor what it can be used for, and what its limitations might be.
Social Media include sites such as Facebook, LinkedIn, Twitter, My Space, etc.
, as well as many industry specific forums and formats.
These sites permit followers to communicate via a "chat" type of system, in a somewhat organized and controlled matter.
Many large companies, organizations, institutions, entities and celebrities have made a conscientious effort to get actively involved with Social Media activities.
Facebook has an internal way for charities and other causes to raise money in a "softer" manner, through "Causes.
" Twitter uses a hash mark (#) system to let followers more easily follow topics of interest to them.
All of the major news networks have their on air personalities "tweet" and use Facebook, to better keep in touch and engaged with their potential audience.
During the recent uprising in Egypt, much of the information initially was disseminated via Twitter.
Major newspapers such as the New York Times even compiled "tweets" regarding Egypt that people posted, and spotlighted them in the newspaper.
They used Twitter's hash mark capabilities to simplify that by following postings about Egypt at "#Egypt".
Many large retail outlets use Twitter and Facebook to notify their followers about special events, sales, changes, or anything they think would interest these followers.
Social Media has become an important and essential ingredient in their overall marketing plan.
These companies have come to realize that it is no longer enough to simply use e-mail, texts and a web site, but that they must also use Social Media as part of their marketing tools.
Most of these have created dedicated "Social Media" departments, to maximize how they handle this aspect.
Some smaller organizations and companies have sometimes complained that they did not get the results they hoped for from Social Media.
However, like most types of marketing efforts, if Social Media is not handled professionally and properly, one doesn't get the results.
It takes an "expert" system to develop a strategy to not only gather sufficient followers, but dedicated and niche ones that your message resonates to.
Once the strategy is developed and implemented successfully, the properly worded postings that motivate followers to the desired action also requires finesse and expertise.
Social media definitely is effective when used in a consistent professional manner, as part of an overall marketing plan.
This strategy should not only whet the follower's or potential follower's appetite, but should attract and entice people to take action, such as going to a web site, which should be directly linked to the social media format.
Web site conversion programs such as "Tiny URL" and "bit.
ly" should be utilized to make the linkage as easy and seamless as possible.
It should also link to relevant Blogs and articles that these followers would also have an interest in.
However, one cautionary note is that use of social media, e-mail, text, web sites, etc.
, should not be in lieu of traditional marketing methods.
There are still many potential "followers" out there that still like the personal contact of a phone call or face to face communication, or the reading of a properly effectively designed "snail mail" piece.
Now more than ever, effective marketing using all available tools, is a necessity!