If you’re not using social media in your business, you’re probably sick of hearing that you should be. And I’m not going to be the exception! There are very few businesses who couldn’t benefit from interacting with customers and potential customers via this medium. In case you’re not sure what ‘social media’ refers to, it is websites such as Facebook, Twitter, LinkedIn, Digg, Google+ and so on. These websites allow you to create business pages or profiles where you can post messages and interact with your ‘likers’ or ‘followers’. Many businesses fall into the trap of thinking social media is just another advertising avenue and try a ‘hard sell’ approach. This works in very few cases. A successful ‘social media campaign’ involves building relationships and rapport with those who’ve chosen to follow you. This might include, posting articles you’ve written, sharing relevant links to articles or websites, providing community information or offering free advice. It is also acceptable to include in the mix, announcements of your events, sales or offers. But if that’s all your messages entail, your followers will soon tune out or stop following you. Social media can also be a great tool for business owners. You can ask your followers to give you feedback about your service. Or ask them to fill in a survey on a particular topic you are researching. Recently I asked my followers to comment on some logos I’d designed for a client – they were really happy to give their two cents worth, and my client was thrilled by the feedback (it made his decision so much easier). The great thing about social media is that its free to setup and use, and you can start slowly as you get to understand how it works. So get yourself on social media so you can start posting and tweeting!

Michelle Grice writes a weekly column for business women in The Western Weekender

Technology has advanced quickly over the past 10 years. Who would have thought we would be checking emails on our phones, recruiting staff via social media or witnessing the phenomenon that is Facebook?

Ask any teenager what they think of email. They are highly likely to answer that it is only for "old people". Instead they communicate via social media, chat, SMS and other online avenues. What does this have to do with your business? One reason to think about this change in communication style is that one day soon, this age bracket will be in your target market (if they aren't already). Another reason is that many businesses have made the shift and frankly, you are being left behind if you don't investigate the possibilities ASAP.

So that leads to the next question: what are you doing about it in your business? You have three choices:

1.  Learn about social media and other current communication mediums and the way they can benefit your business
2. Find someone else to manage it for you
3. "Do nothing" - that is, continue to use only traditional methods of communication with clients and potential clients - which will ultimately lead to a rapid decline in your customer base

Obviously you know the correct choice is either 1 or 2. But it is big ask for those of you who have a technology "phobia". But when you consider that a recent SENSIS report showed that 86% of people search online before contacting a business directly, you can't afford not to investigate social media and emerging technologies. So talk to someone who you know is "technology savvy" and start investigating the ways that you can harness current (and future) communication mediums in your marketing strategies.

Michelle Grice writes a weekly column for business women in The Western Weekender