The benefits of social media networking sites are indisputable. Like any business promotional technique, there are challenges. To understand how to properly assess those challenges and how to rise above them, you must be able to dissect fact from fiction. Here’s help:

1. Cost: Social media sites are free. It does not cost anything to set up a Twitter account or join Facebook. But time is money. It takes time, ingenuity and real work to properly integrate your sites for optimum promotional value.

Knowing how to do this integration properly takes a learning curve and a good mentor. You can do it the easy way or the hard way. The hard way ensures frustration and becoming a quitter.

2. Targeting: Understand marketing targeting. Facebook, MySpace, Twitter and others have many users who avail themselves of these sites to keep up on the mundane. These are not the folks you are aiming for. But they shouldn’t be dismissed as useless out of hand. Most people have many interests. You never entirely know where a new referral might come from.

Your targeting should also include business-specific forums and communities. Not only does this kind of participation increase the buzz but it produces key results. It can also have an overflow effect by establishing your credibility. You need all kinds of ammo in your full circle arsenal.

3. Big Ticket Sites. You need to have a presence on the big name sites but not necessarily all of them. The most successful marketers target a few that have been most productive. Then they work those targets hard and often. Most analytics support the premise that doing a few things well is better than spreading yourself too thin.

4. All social networking is about marketing. They’re about offering quality service too. The celeb marketing gurus will tell you that these are avenues to build relationships with your clients, to offer solutions. This fosters trust and credibility.

5. All social networking is the future. Like anything new, some things work and others don’t. GeoCities was pulled by Yahoo! a while ago. They are presently trying to resurrect MySpace to make it more competitive with Facebook.

Pick your areas well and embrace what is known to work. You are in in a young industry that is changing rapidly. Be prepared to change as needed.

Marketing by social media is here to stay. That doesn’t mean that all of the various services and sites will last forever. The double axel will be replaced by the triple axel.

Don’t forget the personal connections remain important. A good telephone chat is still more personal than email.

Don’t overlook the old mare just because there is a new race horse in the stable. Both have value. Used together properly, they can make your business stand strong.

Marketing by social media tends to mean ‘online’ in today’s lingo. In fact, social media is always where’s it been even before computers were invented. That’s all there is to it.

Marketing By Social Media, there’s so much more to it! Click on the link, fill in the box and get immediate, free access to video trainings, especially #2 and #3, to find out more.

Lauren Botney is an On

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