"Just because you can doesn't mean you should" applies to social media...  Make sure you're venturing into Web 2.0 for the right reasons.

If you're like most business professionals, you've probably heard more than your fair share about social media lately.  You know what I'm talking about — those hip and happening web sites that allow users to actively participate in and provide content to the site, like Facebook, LinkedIn, YouTube, etc.

As a marketing and advertising strategist at Third Person, I'm constantly researching and analyzing the ways that business can effectively use and participate in this new medium. Through this work, I've seen a many amazing ways that companies improve their products, brands, and overall business practices by interacting with their customers and employees with Web 2.0 tools.

But, I've also seen many instances where I just shake my head.  I just read about one of these recently...

A prominent maker of paper towels, toilet paper, etc. has started its own social media site in order to combat "uncontrolled messages" that appear throughout the Internet about their brand.  At this site, users share tips on paper towel use. 

Yes - sharing tips on paper towel use... That's a site I'm going to rush to visit.  How about you?

Here are some thoughts to keep in mind when venturing into the social media arena:

• You will never be able to control what people say online about your brand.  However, you can influence them by listening to or having a conversation with your customers.  The information you get will help you develop products and services that better meet their needs and desires.  In turn, they'll start talking more positively about your company online.

• While participation in many popular social media sites is free, the time it takes to make a difference is not.  Web 2.0 is not something to be taken lightly.  Yes, companies can easily create free profiles on MySpace, Facebook, LinkedIn, etc.  But, in order to reap any benefit from the social media scene, you have to plan to stick around.  If you show up just one time in a chat room and immediately start touting your brand, you'll be seen as a spammer.  Instead, establish your credibility by listening and truly participating with any group. 

• Keep your goals in mind.  What are you trying to achieve by venturing into social media?  If you're not sure... tread carefully.  I suggest that you start by simply listening.  Through this simple activity, you'll get valuable insights that can help you make profound improvements in your products and services.  

For more information about social media, feel free to contact Third Person, Inc.  Or, I highly recommend the book, Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff.