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Ask someone today to provide an example of social media and, probably, the first channel which comes to mind will be Twitter. But the term 'social media' overall actually encompasses far more than churning out a limited number of characters on-screen to attract followers and a response. 

Social media takes within its fold all of the multifarious activities which bring together human interaction using words, pictures, movies and audio elements. The purpose of this type of networking is to share what you want to say, or what you're doing, with others. The technology aspect of all this comes in the way that this interaction can be knitted together and connected either by fellow users or by links to associate sites which extend the concept of spreading the word.

Probably the first form of social media, blogging, wasn't even considered under this umbrella heading. More people tend to relate to Twitter, Facebook, LinkedIn and others, but there's an increasing number of display producers and sign-makers using blogs to shout about their activities. Likewise, YouTube is proving to be a powerful knowledge base for useful and self-promotional videos.

Nonetheless, there's a level of fear that seems to emanate amongst some businesses when the term social media is used. To many it's like hanging your dirty washing out in public, and giving the opposition too close an idea of what you're doing. But the whole point of the exercise is to raise levels of communication. This is particularly relevant in an age when customers need to find us because, in truth, these days we don't always know who we should be targeting. Spreading the word via the internet is the easiest and most effective way of generating interest. Yes, you have a website, but most people need to know where to find it; backing it up with blogs, tweets, Facebook comments and YouTube videos will help to guide potential customers in your direction.

Now that more than two-thirds of the world's internet population has access to social network sites, the concept has mushroomed to become far more than merely a source of consumer entertainment. Today, businesses of all shapes and sizes can utilise social media to trumpet what they're doing and, unlike conventional channels for advertising and promotion, the methodology of these channels actually puts its users in control so they're not reliant on a third party or someone else's deadline or specific instructions.

So the message is to get out there and promote your company's talents by using social media sites. It's the quickest and easiest way to build up a network of followers and potential customers and will certainly continue to grow as a promotional medium in the years to come.
 

Click here to read Laurel Brunner's response to the Question of the Week, How should PSPs use social media? What do you think? Use the comments form below to give your opinion.