Status: U Return-Path: Received: from noehlo.host ([127.0.0.1]) by mx-pinchot.atl.sa.earthlink.net (EarthLink SMTP Server) with SMTP id 1krvYT5Tt3Nl34d0; Fri, 8 Aug 2008 13:42:27 -0400 (EDT) Received: from wsmarth-pelt.pas.sa.earthlink.net ([207.217.120.144]) by mx-pinchot.atl.sa.earthlink.net (EarthLink SMTP Server) with ESMTP id 1krvYT3gF3Nl34d0 for ; Fri, 8 Aug 2008 13:42:27 -0400 (EDT) Received: from domrl-brush.atl.sa.earthlink.net ([207.69.231.198]) by wsmarth-pelt.pas.sa.earthlink.net with smtp (Exim 3.36 #4) id 1KRVys-0003T1-00 for merileek@earthlink.net; Fri, 08 Aug 2008 10:42:26 -0700 X-ELNK-Loop: merileek@kerncommunications.com Received: from dukecmmtar02.coxmail.com ([68.99.120.49]) by domrl-brush.atl.sa.earthlink.net (EarthLink SMTP Server) with ESMTP id 1krvYO3Y63Nl5vE0 for ; Fri, 8 Aug 2008 13:42:22 -0400 (EDT) Received: from merilee07cf8a9 ([68.15.13.44]) by dukecmmtar02.coxmail.com (InterMail vM.6.01.06.01 201-2131-130-101-20060113) with SMTP id <20080808174222.ZVQE27277.dukecmmtar02.coxmail.com@merilee07cf8a9> for ; Fri, 8 Aug 2008 13:42:22 -0400 Message-ID: <045e01c8f97e$1d966450$0201a8c0@merilee07cf8a9> Reply-To: "Merilee:::Kern Communications" From: "Merilee:::Kern Communications" To: Subject: BusinessWeek.com Date: Fri, 8 Aug 2008 10:42:22 -0700 MIME-Version: 1.0 Content-Type: multipart/related; type="multipart/alternative"; boundary="----=_NextPart_000_045A_01C8F943.70F998F0" X-Priority: 3 X-MSMail-Priority: Normal X-Mailer: Microsoft Outlook Express 6.00.2900.3138 X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3198 X-ELNK-AV: 0 X-ELNK-Info: sbv=0; sbrc=.0; sbf=00; sbw=010; This is a multi-part message in MIME format. ------=_NextPart_000_045A_01C8F943.70F998F0 Content-Type: multipart/alternative; boundary="----=_NextPart_001_045B_01C8F943.70F998F0" ------=_NextPart_001_045B_01C8F943.70F998F0 Content-Type: text/plain; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable http://www.businessweek.com/smallbiz/content/aug2008/sb2008086_346094.htm= -------------------------------------------------------------------------= ------- =20 Smart Answers August 6, 2008, 11:58AM EST=20 Are Social Networking Sites Useful for Business? To get the most out of social networking sites, small companies should = look past the hype, set concrete business goals, then start = experimenting=20 by Karen E. Klein=20 Social networking online seems to be exploding: Facebook, LinkedIn, = Twitter, Digg, and so on. When I ask how these sites can help my = business, the answers can be vague. I am trying to relate it to = face-to-face networking, which includes sharing ideas, information, and = resources with other businesses. Are these sites useful for those goals? = There is only so much time in my day and I need to use it effectively. = -B.H., Scarborough, Me.=20 You are correct that social networking is a rapidly growing, = headline-grabbing phenomenon. The question for entrepreneurs is how to = tap into this trend as a business opportunity, rather than simply a way = to connect-or reconnect-with people, says Peter Delgrosso, strategic = vice-president for corporate communications with Web.com (WWWW).=20 "For the most part, these social networking sites should be viewed as = complementary to your online presence. Think of it as a nice-to-have, = not a must-have," he says. "When used properly, it is something that can = gain your business some attention. However, you need to realize it = shouldn't be seen as a replacement to your traditional online presence." = Greg Sterling, of Sterling Market Intelligence, considers social network = sites primarily for meeting people, asking for advice or referrals and, = carefully, doing online marketing. The uses vary by application or site, = he notes: "Sites such as LinkedIn can be helpful in connecting with = people you want to meet for one reason or another. Twitter and Facebook = can be helpful when you're trying to notify a group of people about = something you want to promote or about a happening of some kind."=20 Find Your Networking Niche Take a few minutes-it doesn't have to be extensive-to look over the top = sites and experiment to see what works for you. Even an hour or two a = week can help you figure out which sites you like best and are most = effective for your particular business. "The viral nature of social = networking is quite extraordinary and something that can garner a lot of = attention to your efforts in a hurry," Delgrosso says.=20 He thinks the best site for both networking and human resources purposes = is LinkedIn. "The site requires some r=E9sum=E9 creation, then offers = the opportunity to link in to other like-minded professionals. When used = selectively, it can be a very powerful tool for identifying new business = partners, new employees, or simply building your personal or business = presence," he says.=20 For gaining exposure to larger audiences, he recommends Facebook: = "Consider establishing or joining a network on Facebook based on your = business or industry category to tap into people's affinity for the = topic. By doing this, you'll cut through the clutter and clearly = establish your niche, keeping the interaction focused on the specific = subject matter."=20 Rick Julian, CEO and chief creative officer of Quo Vadis, a startup = brand communications agency, says he's getting a positive return on his = investment from using social media sites for the past year. "It puts a = human face on your business and allows people to get an impression of = what a relationship with you would be like. When all things remain = equal, people want to work with people they think they'll have an = interesting relationship with," Julian says. His firm is represented on = five major social networking sites, including YouTube (GOOG) and his = blog, and a couple of smaller ones.=20 "Geometric Extension" and Search Optimization It sounds like a full-time job, but Julian points out that you can cut = and paste some of your content from site to site. "If I put up a YouTube = video to create awareness, I might have some discussion on YouTube with = the responders and then also put it on my blog, on my Facebook company = page, and promote a link to it on Twitter. Just by generating that = single asset, I've populated all those networks with content without = having to come up with an original piece of content for each of them. = There's a geometric extension of your reach," he says.=20 Robert Jenson, CEO of the Las Vegas-based realty firm the Jenson Group, = takes a strictly corporate approach to social networking. "Rather than = blogging stream-of-consciousness opinions or using the venue as a diary = of sorts, I educate visitors on important, universal industry matters. I = try my utmost to ensure the content I post is not just applicable and of = interest to those in Las Vegas, where I operate, but also to any real = estate consumer nationwide," he says.=20 He puts bylined articles he's written on his own blog and on social = networking sites and uses them to establish his credibility as a real = estate expert. "This serves as a 'risk reliever' for both prospective = consumers and business affiliates, while also increasing my chances for = media coverage by establishing myself as a reliable expert source," = Jenson says.=20 Last, but definitely not least, is the value of social networking sites = to search engine optimization (BusinessWeek, 6/20/08). The more sites = that include your name and link back to your Web site or blog, the = higher your profile rises in search engines, where more and more of your = customers are likely to find you, Jenson says.=20 Karen E. Klein is a Los Angeles-based writer who covers entrepreneurship = and small-business issues.=20 ------=_NextPart_001_045B_01C8F943.70F998F0 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable
http://www.businessweek.com/smallbiz/content/aug2008/sb2008086_= 346094.htm
 
 =20
=
 
Smart Answers August = 6, 2008,=20 11:58AM EST

Are Social Networking Sites = Useful for=20 Business?

To get the most out of social networking sites, small = companies=20 should look past the hype, set concrete business goals, then start=20 experimenting

by Karen = E.=20 Klein

Social networking online seems to be exploding: Facebook,=20 LinkedIn,=20 Twitter,=20 Digg,=20 and so on. When I ask how these sites can help my business, the answers = can be=20 vague. I am trying to relate it to face-to-face networking, which = includes=20 sharing ideas, information, and resources with other businesses. Are = these sites=20 useful for those goals? There is only so much time in my day and I need = to use=20 it effectively. =97B.H., Scarborough, Me.

You are correct that social = networking is a rapidly growing, headline-grabbing phenomenon. The = question=20 for entrepreneurs is how to tap into this trend as a business = opportunity,=20 rather than simply a way to connect=97or reconnect=97with people, says = Peter=20 Delgrosso, strategic vice-president for corporate communications with = Web.com=20 (WWWW).

"For the most part, these social networking sites should be viewed as = complementary to your online presence. Think of it as a nice-to-have, = not a=20 must-have," he says. "When used properly, it is something that can gain = your=20 business some attention. However, you need to realize it shouldn't be = seen as a=20 replacement to your traditional online presence."

Greg Sterling, of = Sterling Market=20 Intelligence, considers social network sites primarily for meeting = people,=20 asking for advice or referrals and, carefully, doing online marketing. = The uses=20 vary by application or site, he notes: "Sites such as LinkedIn can be = helpful in=20 connecting with people you want to meet for one reason or another. = Twitter and=20 Facebook can be helpful when you're trying to notify a group of people = about=20 something you want to promote or about a happening of some kind."

Find Your Networking Niche

Take a few minutes=97it doesn't have to be extensive=97to look over = the top sites=20 and experiment to see what works for you. Even an hour or two a week can = help=20 you figure out which sites you like best and are most effective for your = particular business. "The viral nature of social networking is quite=20 extraordinary and something that can garner a lot of attention to your = efforts=20 in a hurry," Delgrosso says.

He thinks the best site for both networking and human resources = purposes is=20 LinkedIn. = "The=20 site requires some r=E9sum=E9 creation, then offers the opportunity to = link in to=20 other like-minded professionals. When used selectively, it can be a very = powerful tool for identifying new business partners, new employees, or = simply=20 building your personal or business presence," he says.

For gaining exposure to larger audiences, he recommends Facebook: = "Consider=20 establishing or joining a network on Facebook based on your business or = industry=20 category to tap into people's affinity for the topic. By doing this, = you'll cut=20 through the clutter and clearly establish your niche, keeping the = interaction=20 focused on the specific subject matter."

Rick Julian, CEO and chief creative officer of Quo Vadis, a startup = brand=20 communications agency, says he's getting a positive return on his = investment=20 from using social media sites for the past year. "It puts a human face = on your=20 business and allows people to get an impression of what a relationship = with you=20 would be like. When all things remain equal, people want to work with = people=20 they think they'll have an interesting relationship with," Julian says. = His firm=20 is represented on five major social networking sites, including YouTube=20 (GOOG) and his = blog, and a=20 couple of smaller ones.

"Geometric Extension" and Search Optimization

It sounds like a full-time job, but Julian points out that you can = cut and=20 paste some of your content from site to site. "If I put up a YouTube = video to=20 create awareness, I might have some discussion on YouTube with the = responders=20 and then also put it on my blog, on my Facebook company page, and = promote a link=20 to it on Twitter.=20 Just by generating that single asset, I've populated all those networks = with=20 content without having to come up with an original piece of content for = each of=20 them. There's a geometric extension of your reach," he says.

Robert Jenson, CEO of the Las = Vegas-based realty=20 firm the Jenson Group, takes a strictly corporate approach to social = networking.=20 "Rather than blogging stream-of-consciousness opinions or using the = venue as a=20 diary of sorts, I educate visitors on important, universal industry = matters. I=20 try my utmost to ensure the content I post is not just applicable and of = interest to those in Las Vegas, where I operate, but also to any real = estate=20 consumer nationwide," he says.

He puts bylined articles he's written = on his=20 own blog=20 and on social networking sites and uses them to establish his = credibility as a=20 real estate expert. "This serves as a 'risk reliever' for both = prospective=20 consumers and business affiliates, while also increasing my chances for = media=20 coverage by establishing myself as a reliable expert source," Jenson = says.=20

Last, but definitely not least, is the value of social networking = sites to search=20 engine optimization (BusinessWeek, 6/20/08). The more = sites=20 that include your name and link back to your Web site or blog, the = higher your=20 profile rises in search engines, where more and more of your customers = are=20 likely to find you, Jenson says.

Karen E. Klein is a Los Angeles-based writer who = covers=20 entrepreneurship and small-business issues.=20

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