Internet marketing

Many small businesses struggle trying to figure out how to use social media. Those simply creating an account and thinking customers will follow are quickly learning that cultivating connections or friends online requires an ongoing effort.

The social media consultants will tell you that to make social media work for you, you must be social and create relationships. Inviting connections and joining groups based on education, careers, employers, interests, or location are just some of the ways to make contacts. Can't find a group you like? Start your own and begin inviting others to join.

Just joining a group or creating connections, however, accomplishes very little. You, your connections and fellow group members must participate. This is where being social and building relationships becomes possible and necessary.

But increasingly, small businesses are questioning the time required to do this. Creating relationships online is not only a very time consuming activity, but also needs to be conducted by an articulate and empowered member of the business. In other words, unless you have an appropriate professional on staff it will probably be left to you. It's no wonder many companies remain unsocial in social media.

So what can an unsocial business accomplish using social media? Plenty. I'll discuss some strategies for promoting your small business without having to become a full-time social media relationship manager in my upcoming blog posts.