Business and Social Media – Part 4

This is the final installment of the social media series, which started with the post on August 7. There was to have been a post last Friday, but life sometimes gets in the way. I’m curious to know what you thought of the series – how might it have been improved, what additional topics should I have discussed, did I make some errors. Please comment and let me know.

I apologize in advance for what is about to happen. I’m going to be separated from the internet for about 10 days. So if you post a comment, it may take until I get back for me to respond. However, I will respond when I get back.


When I left off the series, our model business owner, Jane, had started a blog which she uses to hold directed conversations with her readers. She has also started a Twitter account which she uses to post news and links to her articles, and uses the account to see what topics are of interest to people, and then writing about those topics.


The largest problem with blogging and Twitter is that conversations are generally one-sided. Jane acan pick a topic to discuss, and interact with her audience regarding those topics. Using Twitter, she can respond to short questions. What she cannot do (yet) is allow her audience to pose its own questions, to hold undirected conversations.

This is where the networking sites such as Facebook and Linked In become important. Both these sites allow groups to be created. The creator of the group can act as an administrator of the group, and encourage conversation and participation among the group’s members. However, each member can start a new conversation, a new discussion, on a variety of topics. They can ask questions.

This will put Jane back to the first stages of becoming involved in social media, in which she interacts directly with her audience, as a member of the audience, but now Jane is in control of the environment. She can market the sites to people who come to her store. She can start getting feedback from her customers on topics she didn’t realize were issues.


Social media is about personal interactions used as a means of promotion. The fundamental component of social media is interactions. Social media is built on socializing. In order to run a successful campaign, you must interact with your audience – respond to their questions and comments, start conversations, ask questions of your own. Everything else is merely a tool to help you interact.