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BUSINESS MAN By Les Robinson Social media is a fast-moving, ever-evolving medi- um that continues to help shape how business is done. With ever-increasing frequency, consumers are looking to various social networks for information, advice and opinions before making purchasing decisions.Whether it's Facebook, Twitter, LinkedIn,YouTube or another platform, as an organization, social media provides an opportunity to listen to, learn from, and speak directly to consumers in real time, 24 hours a day. However, businesses should not leap into this area just because it seems like everyone is doing it. It takes careful planning and dedication with a clear focus on the business goals involved. Having exciting, successful social media interactions doesn't happen overnight, no matter how popular your organization is. Here are some things to consider: Social media is a two-way conversation Social media is a two-way conversation, while more traditional communication channels like advertising, are not. It gives an organization and consumers the opportu- nity to talk about a message, whereas a print advertise- ment,press release or television commercial is pushed out, and generally left at that. In that respect, social media doesn't operate alone. It often works best when integrat- ed across advertising, public relations and traditional mar- keting.The discussion around the message and the oppor- tunity for the audience to interact can take place on social media. Often, not only is it better for the organization to coordinate messages across channels, but not doing so could cause the various messages to lose focus. You're going to need a plan Before creating your first social media site, you need a plan. Just having a social media presence means absolutely nothing if you don't do something with it to meet your business objectives. Start the plan by evaluat- ing what your business goals are and what you hope to accomplish through social media.Then, start creating plans to accomplish these goals. A clear, well-developed set of social media guidelines forms a solid base for the entire social media program. Included in the overall social media strategy, there should be a straightforward policy that provides guidance on who can engage in social media on behalf of your organization and what is and isn't permissible when engaging. It's important to be clear on the purpose for the guidelines, so everyone interacting on social media understands the business reasons for the policy. 26 Arbor Age / January/February 2012 Tips for interacting on social media Listen: Understanding the value of listening is a key to get- ting started. If you want to know what your audience wants to talk about, just listen to what they're saying, or ask them — they'll tell you. Also, because of the speed at which news about your organization can travel on the Web, you have to monitor mentions of your brand constantly and stay on top of what the social community is saying about you. Give them something useful: A quick, effective way to get involved in — and gain the trust and respect of — a community that's talking about your organization is to answer the questions www.arborage.com BUSINESS MANAGEMENT