Not surprisingly, many businesses have a tough time understanding exactly how social media fits into their overall marketing plan. Social media marketing seems like more of a catchy phrase that consists of nothing more than tweets and posts. In actuality, marketing with social media is much more than that. No, it won’t transform your business into an overnight success, but it can be used as an extremely effective tool when you incorporate a solid plan and strategy behind it.

At a minimum, your social media marketing plan should include a blend of public relations and marketing tactics, as well as evoke flexibility, patience and commitment for the individual or team who will be executing it. Previously, we’ve shared what social media can and can’t do for businesses and it’s important to make sure that you have realistic expectations and a well-developed understanding of what social media is and what it requires before you begin planning.

Pick Your Marketing Objectives

Here’s the broken record part of this post - you have to begin with the end in mind. You'll hear this from just about anyone who's ever had a hand in developing marketing plan. Decide what your objectives are and why you’re putting a social media plan together. What are the things that you want to achieve? Are your objectives sustainable and realistic? Put your thoughts together and dedicate some time to creating this cornerstone of your strategy.

Know Your People

You need to know who you’re trying to connect with and where they’re at. It’s also helpful to understand what level of social media interaction they currently have. For example, if you’re selling vitamins to seniors then tweeting about them all day isn’t your best bet. Find out what your audience likes and dislikes and get involved with them.

Get Engaged

Social media is anything but passive. It’s about a two-way conversation and that means you need to plan on being involved and contributing to the dialogue. Your social media plan should include how time will be allocated to develop relationships and communicate with your audience.

Stretch Your Creative Muscle

Once you’ve nailed down some of the basics for your social media plan you’ll want to customize your strategy. Brand it and make it your own, after all social media isn’t based on tweets alone. Get inspired by taking a look at how other businesses have leveraged their social media presence.

Measure and Evaluate

You need to figure out what success means to you and how your social media plan will measure it. Choose which key metrics are most important to you in measuring your ROI and set-up methods to gather data on a regular basis.

At the end of the day, a social media marketing plan can be effectively used to build brand awareness, brand loyalty, build word of mouth marketing and convert customers into brand ambassadors. Put some thought and creativity into you plan that goes beyond tweeting and posting and you’ll be on your way to enhancing a relationship between you and your audience.

Were these suggestions helpful? What are some other key points to consider when beginning a social media marketing plan? Share with us.

Incorporating video into your website and social media sites is an excellent way to grab the attention of your audience. Just like most of us enjoy reading books with pictures, we also want to see and hear through a movie. With the average person watching 182 online videos each month and YouTube serving more than 1 billion videos each day it's easy to see that video is a marketing strategy that shouldn't be overlooked.

Video Topic & Content

The subject that you choose for your video really depends on your brand, audience and industry. You might decide to showcase a news-themed video about a new product launch or maybe create a how-to or information-based video for your audience. Spend some time researching what your audience would like to watch. Let their preference help to guide you as you develop your script and content. Knowing what appeals to your consumers and following suit can help you convert them into brand evangelists.

Script & Filming

Hands down, the best thing about video marketing in 2010 is that you don't need to hire an expensive agency with copywriters and art directors to put your video together. That's not to say having Don Draper and his team of Mad Men available at your beck and call is a bad thing. If you have the budget and the time it's worth exploring. For the rest of us, using a simple handheld or computer cam is more than ample in terms of equipment. Before you launch your video put together a rough script to help focus on what you want to cover. If necessary, use a tripod to keep the camera steady while recording.

Packaging Your Video

Some popular forms of video include testimonials from satisfied customers, highlight products being used in real-life situations, training videos or walk-throughs to simplify complex processes or extend existing content-like presentations. There are many possibilities when it comes to video. What's important is that you drive traffic to your video. Try to cross-promote or develop a video series that will get your audience involved and keep them coming back for more.

Video Optimization

Here's the part where we talk about search engine optimization. You can - and should - optimize your videos. Include keywords in your script, the title of your video and tagging. Word on the street is that YouTube will be launching a feature that makes the audio portion of all videos searchable. By optimizing your video scripts now you'll stand a better chance of having your audio appear in keyword searches. Don't forget to include keywords in your video title. Just be conscious of keyword overload. You still want people to know what your video is about. Use keywords in moderation.

Upload & Share

Take full advantage of all the video outlets that you have available. Host your videos on your website and include homepage teasers to let people know that you've created fresh video content. Upload your videos to all the major sites like YouTube, Vimeo and Viddler. Make your video available in multiple locations and you'll give yourself a greater opportunity to appear in user-generated searches.

Monitor, Track & Analyze

Once you've gotten past creating and uploading your video you'll want to involve yourself in its metrics. This will help you determine if it's a success or a failure. Pay attention to the number of views, comments left about your video, revenue spikes and whether the perception of your brand has benefited.

If you need a little video inspiration, check out Erik Qualmann's Socialnomics video that he put together to launch his new book. This video went viral and helped put Qualmann and his book on the map overnight.

 

Get creative, have fun and test out video with your marketing strategy.

When done correctly, a social media marketing campaign can yield tremendous results. With that being said, social media is more than just creating a social profile and calling it good. It's about interaction and engagement.

According to 2010 Twitter statistics, the micro-blogging site has more than 106 million registered users and it's adding an average of 300,000 new users each day. A total of 55 million daily tweets along with 3 billion unique searches show that people are extremely interested in sharing information with one another and want to learn more. Clearly, Twitter is a powerful social media force that has the potential to connect brands with their target audiences.

An important part of social media is knowing that different marketing strategies need to be used on different social media sites. A cookie cutter approach doesn't cut it in the word of online marketing. Here are a few simple steps can be used to develop a solid base that will help you build your brand presence and following on Twitter.

1. Attract the Right Followers

Sometimes the excitement of launching a Twitter marketing strategy can dilute the purpose behind it. Stay focused on who you want to attract as a follower. This means that you'll need to look toward other relevant tweeters and join-in on their conversations. People naturally gravitate toward others who have similar interests. If your brand is all about insurance then you'll want to look for some of the successful a-listers on Twitter and start tweeting with them. Others will take notice and follow you as well.

2. Original & Optimized Tweets

Getting caught up in your own brand happens to the best of us. Try not to broadcast a 'me-me-me' message when you're tweeting. You'll establish more credibility and appear more genuine if you tweet about information and resources that are helpful to your audience. This doesn't mean that you need to avoid anything about your brand, it just means you should be selective and sporadic when you share brand-related tweets. Followers are more inclined to list and reach out to you when they see that you've set your ego aside.

3. Share With Retweets

This is truly one of the most powerful ways to build long-lasting Twitter relationships. Retweets are an excellent way to augment your Twitter marketing strategy. Think of a retweet as social media currency - you give a tweet and someone pays you twofold with a retweet. They're like pats on the back that show other tweeters that what you've shared is worth spreading around to everyone. The Twitterverse is only so small and retweets give others outside of your following a chance to see the type of content that you tweet about.

4. Integrate Twitter With Other Social Media Outlets

All in all, the social media realm is a fairly friendly place. You really don't hear much about social media services trying to pillage each other's users. Thankfully, everyone plays well with one another and as a result many open APIs have given developers an opportunity to create applications and programs that integrate different social media services with one another. You can connect Twitter to Facebook, LinkedIn, WordPress and, well, just about any social media outlet. This is an important component in your strategy because even though you're marketing hub is Twitter, social integration allows you to expand your reach to other audiences.

5. Use Twitter Tools

If Twitter is a social media vehicle (base model) then Twitter tools are all the bells and whistles that you can use to customize it and make it a lean, mean social media machine. There are thousands of different tools that can help you monitor, follow, schedule tweets, analyze and much more. For additional tool suggestions, check out MindSprout's Delicious page and type Twitter in the tag search. Some tools that are worth checking out include:

• TweetPhoto - exchange and share photos on Twitter
• TweetStats - graph and track your Twitter usage and reply statistics
• TweetBeep - keep track of conversations that mention your brand
• Mr. Tweet - this tool seeks out follow-worthy tweeters just for you

By using the steps above you can craft a customized Twitter marketing strategy that will increase your brand awareness and leverage your brand's presence among the competition.

What are some of the other ways that your brand is using Twitter to market itself? Please share with us below.

Social media continues to evolve in amazing and creative ways. Just when you think you've seen it all, a fresh spin on a simple concept will pop-up and completely change everything. Enter Stickybits. Founded by social media entrepreneur Seth Goldstein and software engineer Billy Chasen, Stickybits lets people take barcode stickers and adhere them to objects and then use an iPhone app or Android app to scan the barcode. The fun part comes when people attach digital information to the barcode by either embedding messages and text or attaching videos or photos to it.

An Example

A better way to explain the concept is by using an example. Let's say you bought a birthday card for your best friend and you put a Stickybits sticker inside of it. You use the barcode sticker to attach a funny video of you singing her favorite song. Next, you sign, seal and deliver the card and when your pal receives it she uses her smartphone to scan the barcode. She'll be connected to the video and a happy birthday greeting from you. Stickybits uses SimpleGeo to automatically encode GPS information into the barcode that forms a trail each and every time the barcode is scanned. Nifty.

Stickybits barcodes can be purchased from Amazon ($9.95 for a pack of 20 vinyl barcodes) or you can download up to 50 unique barcodes directly from Stickybits and send them to your printer for instant use. Once you've got your barcodes you're only limited by the boundaries of your creativity. There are limitless possibilities with Stickybits on a social media marketing level.

Business Cards

Some people are attaching Stickybits to their business cards and including links to their blogs, resumes and LinkedIn profiles. The great thing about Stickybits is that you can update what your barcode links to as often as you wish. This allows you to keep things current and interesting for new business relationships and potential clients. Plus, you can keep tabs on who's scanning and viewing your barcode by setting up alerts. You can even receive notifications that tell you when your barcode is on the move or if it's changed locations. A nice feature for anyone who's attending a networking event and handing out multiple cards to leads.

Zazzle

Stickybits has partnered with Zazzle, the online retailer that allows users to upload their own images and create their own merchandise, like shirts, posters and coffee mugs, or purchase merchandise created by others. Essentially, you could print Stickybits t-shirts that feature a barcode that your customers can wear, scan and keep to access unique offers or discounts. Regular updates will keep offers fresh and your customers become a trendy, walking marketing tool for your company.

People are applying Stickybits to cereal boxes and sharing recipes that contain the cereal as a main ingredient. Others are designing flyers with Stickybits and attaching videos for people to see instead of traditional photos. Stickybits has tremendous potential and it would be no surprise to see it adopted by the masses. It's definitely a must-watch website and application that we predict to be a social media success in the next year.

Crowdsourcing is a term that was coined back in 2006 by writer Jeff Howe for a Wired magazine article. Although the concept was far from new, the term wasn’t. In a nutshell, crowdsourcing is the act of sending out tasks that are normally performed by an individual to a group of people. The idea is that more minds and hands are better than one and for the most part that’s true.

Many software developers and computer enginners have been aware of crowdsourcing for quite some time. Clearly, having the collaboration of other like-minded experts allows projects to be built cheaper, faster and more precisely compared to one that is carried out by a single person.

Now more than ever a rash of companies that are built on crowdsourcing are springing up across the internet. Here’s a handful of some of the more interesting and interactive ones.

Editz

Formerly known as GooseGrade, this site is a dream for die-hard proofers and fact-checkers. Editz is pretty basic in concept. Let’s say your reading something on the web, perhaps someone’s blog post, and you spot a typo. As an Editz member you can correct the error and the site’s widget will automatically generate a friendly email that notifies the blog owner so that the correction can be made. Pretty handy for anyone who can’t afford a proofreader or who write and check twice.

Waze

If you find yourself stuck in your car during rush hour or if you just have a long commute to and from your office then you need to checkout Waze. Through GPS technology, the Waze application allows users to report traffic problems to other users. It also gives users the opportunity to see the ebb and flow of traffic when an accident or event is reported.

Another great feature is that users can correct misspelled or unmarked street names and flag errors for correction to ensure that map data is as accurate as possible. Contributions are rewarded for reporting traffic events, miles driven, identifying and mapping new roads and more. As users accrue points they’re eligible for a position in Waze’s Hall of Fame and the privilege to edit other users’ errors.

Happy Spotting

This subsidiary of Trendwatching is a site that allows savvy marketers and trendspotters to sign-up, track and report new trends, consumer behavior and changes in the marketplace. Trendwatching’s Happy Spotting site boasts more than 8,000 members who keep an eye on what’s hot, what’s not and what you might not even be aware of. Spotters gather and submit their information through a report process and receive points in return. Accumulated points can be exchanged for a variety of uber cool rewards and prizes like iPods, jumpdrives and other fun gadgets.

Threadless

Out of all the crowdsourcing sites on the internet, Threadless seems to command the most attention. This community-based t-shirty company has an ongoing open call for design submissions. Graphic artists, creative illustrators and designers alike can submit their designs for review and vote by the community. T-shirt designs with the most votes are produced and sold.

What makes Threadless unique is that the designs are developed by professional and gifted artists. With so many stunning pieces to choose from you’ll find it hard to cast your vote for just one.

Patients Like Me

This is a place where crowdsourcing is joining people together who have life-changing conditions. It’s free to join and by providing some basic health information you can connect with others from around the globe who are living with challenges from the same disease. Through common disease states and diagnoses, patients can share information, develop support groups and discover new way to take charge of their health.

Crowdsourcing as a concept is growing quickly as a preferred way to research and gather information from the masses. Businesses stand to benefit by seeking out feedback from groups of people and using it collectively to shape and build new concepts and ideas. Stay tuned for a future post on social media and crowdsourcing can work together.

Currently, there are more than three million active Facebook Pages on the top ranked site, with the typical Page boasting an average of less than 1,000 fans - oops, I mean 'likes' (seriously, that just doesn't roll off your tongue quite the same way). Standing out from the static requires you to dress up your Page and make it more interesting and fun for your 'likers'. That's where Facebook applications come in. They're basically like plugins for your Page and there are tens of thousands of them available. Deciding what apps you'd like to incorporate depends on how you'd like to engage with your peeps (that's an even better word than 'likers').

Here's a compilation of some must have applications for any Page. They're great additions to the the basic layout that Facebook provides and they can be used in interesting ways to move your 'likes' into action.

Static FBML

Yes, mentioning this application seems totally redundant because it seem to make it on every single must-have Facebook application list. However, it's really that great. This application is what lets you customize tabs and content on your Page and transform it into part of your brand. The only downside with Static FBML is that you need to have some knowledge of HTML, CSS and Facebook Markup Language (FBML) so that you can create the code needed for content display. Examples of Static FBML in action are the Victoria's Secret Page, MontBlanc Page and Gary Vaynerchuk Page.

Twitter for Pages

There are actually quite a few Twitter applications for Facebook, but either not all of them work very well or they are meant for a basic profile and not an actual Page. With that being said, Involver's Twitter for Pages is a quick and easy way to bring your Twitter stream into a tab of its own so that people can catch up with your tweets from Facebook. Just add and you're done.

Fan Appz

For serious social media marketing, you'll want to install Fan Appz on your Page. The Fan Appz application is comprised of a suite of sub-apps. It contains polls, sweepstakes, promotions and coupons and more. There's even a gift store that you can set-up to monetize your Page with brand merchandise that people can purchase. The advantage of Fan Appz is that instead of having to install individual applications for each one of these functions, you get them all in one central location. Convenient and powerful.

Welcome Tab For Pages

This very simple application lets page owners showcase just about anything. From profiles and businesses to products and upcoming events, the Welcome Tab for Pages is an ideal way to communicate with 'likers' (still hate that word, sigh). This application has a fantastic bonus feature - it comes with its own analytics and metrics so that you can track and measure how your Welcome tab is being received and make adjustments if necessary. Uber cool!

Page Maps

Give your business more visibility by adding a custom map your Page. Highlight your location and include surrounding points of interest too. The Page Maps application displays a mini-map with links to a larger map or directions. In a virtual world, having a map that features your business lets people know that you're not just an electronic profile, but an actual person and/or company.

Eventbrite

If you have special events, upcoming activities or group gatherings that you need to promote then consider adding Eventbrite to your Page. Created by the online event management and ticketing services company of the same name, Eventbrite publishes an event page directly on Facebook with your event details and a link to buy tickets. Your event is promoted through your newsfeed for all to see (and hopefully attend). Do you have to sell tickets to your event? Not a problem. For a small fee, Eventbrite can help you coordinate ticket sales too.

My Top Fans

Just like it says, this application shows you who your top fans are for your Page (wonder if they'll rename this to My Top Likes - sorry, I just can't seem to let it go). The application analyzes interactions and calculates who is sharing and engaging the most with you. Once you find out who's at the top, why not profile them as a 'Fan of the Month' or thank them with branded merchandise, like a t-shirt and post a photo of them wearing it on your Page. Stretch your creative muscles and put this app to work.

SlideShare

Import your existing SlideShare.net presentations from your account directly into Facebook. This application is integrated with the SlideShare application on LinkedIn. That means if you upload a presentation to LinkedIn, it will also show up on your SlideShare application on Facebook  and on your  main SlideShare.net account and vice versa. A major timesaver, but also a nice social media aggregation feature with SlideShare.

LinkedIn

Since your Page is already promoting your business, services and products, kick it up a notch and make it easy for fans to socially network with you on LinkedIn. Installation of this application is super simple and it gives you the option of featuring a LinkedIn button in a tab or box on your sidebar.

Web Profiles

Show off your other social media profiles with Web Profiles. There are more than 180 different social media platforms to choose from so chances are no matter what site you're a member of you'll find it on the Web Profiles list. If your site is more obscure than common you can instantly add it and feature it in your customized complilation. Much nicer than having to email the developer with a request to add and then having to sit back and play the waiting game.

My Countdown

Build up excitement around new product launches, grand openings, give-aways or just about anything that you have going on with your company. My Countdown can be added to any Page to countdown to the big hoo-rah that you've got cooking. And, you can customize its appearance and add icons to make it your own.

DivShare

With DivShare you can expand the types of content that you're sharing with your fans. Instead of being limited to sharing just links, DivShare allows you to attach MP3s, images, videos, documents and just about any other type of file that you can think of. You have the option of posting shared files to your Page, adding them to your news feed or choosing to share among groups of people or individuals. Max files size is 200 MB, which is a more than ample file sharing size.

Recently, LinkedIn unveiled a new feature that allows users to follow companies on the world’s largest professional networking site. The ‘Follow Company’ button also enables users to keep track of key developments, potential business opportunities job leads. At first glance, this tool appears to be better suited for job seekers, but if you put on your creative marketing caps it can be used for a heck of a lot more.

Here’s how it works. When you’re searching the profiles of your connections, you’ll notice a small Follow Company icon. Hover over the icon and it will open a pop-up window that will allow you to follow that particular company. Simple.

So, now that you know about the button and how to access it, what can you do with it?

1. Competitive Research

You can request that automatic notifications are sent out to you that feature your competitor's current news and company updates. It's like a direct feed that loops you into breaking announcements straight from the horse's mouth. Access to this information gives you the opportunity to adjust your marketing strategies, monitor competitive efforts and apply critical thinking to your existing campaigns. You'll be just like 007 minus Miss Moneypenny.

2. Pillage Talent

We're not suggesting that the Follow Company feature is a new plundering scheme. But, using the Follow Company button shows you who your competition is hiring and promoting, plus it reveals what positions are opening and closing. Watching these HR transactions can give you a better understanding of the growth patterns and downsizing trends that your competition may be experiencing. For instance, if you see a mass recruitment for sales executives in Atlanta, then you might want to investigate what's behind the sudden interest in the South.

3. Reputation Management

If you're going to follow, you might as well listen. Keeping your ear to the ground is a smart way to stay on top of conversations about your business. Proactive public relations can help you establish effective crisis communication planning, keep you abreast of any acts of libel or slander and create opportunities to promote on positive discoveries.

4. Grow Your Connections

The Follow Company button works both ways. While you may be looking at the competition, potential customers and employees might be looking at you. This provides an excellent way for you to develop a new stream of connections who have a demonstrated interest in your business. Because there isn't a limit to the amount of companies that a person can follow, many connections can be built. Don't forget to reach out to your LinkedIn fans and welcome them.

Although this list is small to start, we hope to expand on it in the future as the Follow Company button evolves. It will be interesting to watch how companies begin to utilize it and make it work to their advantage.

We'd love to hear from you. What do you think about the new Linkedin Follow Company button? How will you use it?

Let’s go marketing with SlideShare! No, you don’t need to be a crazy PowerPoint or Keynote maniac. You just need a basic understanding on how to put together a slide and you’ll be good to go. SlideShare is a business social media site that lets users share documents, presentations and PDFs. More than 25 million people visit SlideShare each month and that makes it a hot spot to showcase your brand, products and services. Something many people might might not know is that SlideShare is more than just slides. There are a ton of other features that make it a fantastic tool to incorporate into your social media strategy. By the way, SlideShare can help you build some big time valuable links back to your site. SlideShare permits you to place links in your slideshows that connect back to your website. Excellent (saying that in my best impersonation of a Wayne 's World voice). Links from credible sources give your website lift in the search rankings. This means that you have the potential to appear at the top of Google’s search results and that means more people will see you first and before your competition. Google loves SlideShare and sites that are similar to it (think Squidoo, Wikipedia, etc.) because they share useful information and command influence and that is the gold standard for Google. Now that we have a little background on SlideShare, let’s explore how we can harness its power and make it your own personal social media and marketing machine.

1. Optimize Your Slides

Time for your daily dose of SEO. The stuff is everywhere, including SlideShare. When you put together your slides/files use keywords in the title and use them in the summary. Just remember that you don’t have much space, so choose your words wisely. On that same note, make sure you tag your slides with plenty of relevant words so that users can find your content during searches. a a

2. Get Creative With Content

Maybe you already know what SlideShare is and the only challenge you're facing is trying to figure out what the heck to put into your slide show. Here's a sprinkle of creative suggestions to get your juices flowing:

• Put together a how-to tutorial
• Assemble a case study with captivating visuals
• Use your blogs and articles by taking key points and designing a presentation
• Capture images from an event and share
• Take existing presentations and upload them

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3. The Company Slide

Don't let the blood, sweat and tears you've put into your slideshow go to waste. Always include a company slide at the end of each and every presentation and file. A website URL is fine, but try making the slide more personal. Include a few sentences about who you are and what you do. Make sure to leave your contact information so that visitors can get in touch. a a

4. Enter the Contest

In 2009, SlideShare partnered up with Adobe and conducted the World's Best Presentation Contest. A sack of cool prizes like were presented: first place received a MacBook Pro, second place snatched an Amazon Kindle DX and third place nabbed an iPhone 3G. The kind folks at Adobe pushed out copies of Adobe Acrobat 9 Pro to the winners of the category prizes. Sounds pretty sweet, right? With only 3,721 entries, most folks had a pretty decent chance of winning something, not to mention the publicity and recognition that was generated too. Watch for the 2010 contest and submit your slideshow. Great marketing and fantastic social media exposure! Here's the 2009 winner:

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5. Social Media Connections

SlideShare isn't the only place where you can view SlideShare presentations. Hop on over to LinkedIn and load their SlideShare application into your profile. It integrates your existing presentations into your LinkedIn account and gives you the opportunity to market to a larger audience. Same thing goes for Facebook. Take advantage of the Facebook SlideShare application and sync up your presentations so friends and fans can view.

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6. Widget Your Slides

Use what you have to promote your slideshows. Grab the code for a SlideShare widget and embed it into your website's homepage or blog.

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7. Social Media Posting

At the bottom of every SlideShare presentation is a social media bar that enables you to share your content with the world. Use the bar and use it often. Every time you upload new files and presentations, make sure to send out a message to alert your social network that you've got something fresh to share.

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8. Start A Group

Create a group that's exclusive to your brand and advertise your product or services. Groups can be used to interact with customers over the web and you can receive instant feedback and commentary from them regarding your presentations. a a

9. Promote Through PR

Include a hyperlink and mention to your slideshow on all your press releases and blog posts, even in your email signature. The more exposure you can give to your slideshow, the better chance it has of being viewed. a a

10. Add Some Audio

Multimedia that stimulates the sense of sight and sound is much more interesting for any viewer. Integrate some sound into your presentation with Slidecasting. A slideshow with sound can be a better way to touch on key points that might not fit on a single slide. a a

11. Launch A Channel

SlideShare offers businesses an option to set-up 'branded microsites', or company channels, on SlideShare. Channels are customized projects and can be developed with SlideShare based on budget and preferences. Check out some of the newest channels and contact SlideShare for details on how to get started.

Back in the early days of instant messaging (IM), users could only IM other users through the same IM platform. If you were using AOL Instant Messaging (AIM) then you could only chat with another AIM member. Thankfully, that's no longer the case. There are a variety of chat clients available that provide multi-client support to enable you and your pals to IM regardless of the IM service that they're using. Why would you want to use IM? For a variety of beneficial reasons. IM allows instant communication between people, which can save time and money. No long distance charges apply and it transmits information quickly to simulate the natural flow of conversation. It can reduce the amount of email sent, conference calls scheduled and IM is capable of holding multiple sessions with many people. IM can also be integrated into your existing website, which makes it a fantastic customer service tool. There are more than 80 chat client applications available and each one has its pros and cons. The list was whittled down based on social media integration, multi-client platform capabilities and number of supported chat networks. Knowing what chat clients are available and what some of their key features are can be helpful in determining what will be the best solution for you. NOTE: Most of these applications have mobile access from your handheld, however, not all mentions were included in this blog post. Here’s an alphabetical roll call that features six of the best:

Adium

Let me start with an apology to my PC peeps. The first chat client on the list is for Mac users only (promise that the remaining reviews will be more embracing of both operating systems). Adium started in September 2001 and has grown rapidly among Mac users in terms of popularity. One of Adium’s more notable features involves contact management. Contacts can be combined, which allows you to merge your contacts so that each one represents a person, not an account. A great way to keep things organized. Customizing Adium is accomplished through a suite of Xtras. Everything from layout and themes to sounds, emoticons and message styles. The sky’s the limit with Adium. One of the main reason for using Adium is that it integrates with Facebook Chat and Twitter. This makes it incredibly convenient to monitor direct messages from Twitter and IMs from Facebook through one central location. The Twitter Currently, Adium is 100% freeware and it supports more than 17 chat networks.

Digsby

By a huge margin, Digsby is one of the most comprehensive multi-client chat clients available. First off, it plays well with Windows, Mac and Linux. Next, its features are so robust that not listing some of the standouts would be a disservice.

• Chat with visitors and friends by placing a widget on your blog, website or social media profile
• Manage your Hotmail, Gmail, Yahoo! Mail, AOL/AIM Mail, IMAP and POP accounts from Digsby
• Manage multiple conversations with tabbed windows
• Use a combined buddy list for all your contacts regardless of chat platform and rename them with an alias to eliminate hard to remember chat handles like ‘pinkbunny25’
• Audio and video chat availability (good-bye Skype)
• Complete customization with Digsby application skins and themes

Pretty amazing considering that Digsby has only been around since January 2008. So what can it do with your social media networks? Quite a bit. Digsby supports Facebook, Twitter, LinkedIn and MySpace. You can receive alerts for new friend requests, messages and event invites, plus get a newsfeed of everyone’s status updates. The bonus of bonuses is that you can update your own status for all four networks with Digsby. A total of seven chat networks are supported including, Windows LIve, AIM, ICQ, MobileMe, XMPP and Yahoo! IM and Facebook Chat.

Meebo

The main difference between Meebo and the other applications reviewed is that Meebo isn’t really a ‘desktop’ chat client. It’s web-based, but can be used through a widget that users can embed in their blogs or websites, as well as the Meebo Bar, which is a gadget that lets users connect to Meebo through the base of a webpage. Meebo’s more of a pseudo-desktop chat client that's housed through your browser. Like the widget, it can be incorporated into the bottom pages of your website. Meebo is IM in a web page. Just go to the Meebo site, login and you’re instantly connected to all of your chat buddies through your Meebo account. The benefit of a web-based client is that you eliminate the hassle of software installation and you always have instant access to IM as long as you can find an internet connection. Meebo offers video and audio chat, as well as file transfer. You could potentially take chatting from something you do with friends to a fresh way to conduct business conference calls and meetings. It’s convenient and flexible.

• Because of Meebo’s online interface, it has an array of fantastic features that can’t be found with other desktop chat clients.
• Mobile access was mentioned earlier, but Meebo is built for iPhone, Android and other web-based handsets.
• Join Meebo rooms to meet and connect with new users, or create a custom Meebo room of your own and feature it on your website or blog. A super way to harness conversations about you and your business in primary place.
• Notifications are sent to an icon in your system tray so you’ll never miss anyone who’s trying to contact you.
• A snappy FireFox extension allows for easy integration of Meebo.
• Have a restricted computer (hardcore firewalls or an IT policing department on steroids)? The Meebo Repeater is a beta version of downloadable software that enables chat when IM access is restricted.
• Excellent analytic tool to monitor and track information about your site.
• Connect your Meebo bar to any social media site and drag headlines and links to share through those sites.

Last but not least, Meebo lets users advertise. You can see one of the ad options in action on the Meebo Bar and click it to see even more. You’ll need to contact Meebo directly to learn more about pricing and program options based on your budget and objectives. Meebo connects you to Facebook and five other chat networks. It would be nice to see Meebo offer additional social media site support, but for now you have access to the biggest of the bunch.

Nimbuzz

With Nimbuzz, users can choose to use it as a desktop chat client for Windows or Mac, a web-based client or mobile client. For users who aren’t looking for all the bells and whistles, or anyone who feels a little intimidated by choices, Nimbuzz is your solution. It’s incredibly lite, maybe too much, like  feather actually, as far as features go. In a nutshell, Nimbuzz supports around 12 chat networks, including Facebook and MySpace (at the time of this writing details on support for Twitter couldn’t be located). Nimbuzz also has a secondary service called NimbuzzOut that works as an internet phone service through their IM application. A better way of explaining this would be to call it Skype with fewer features and branded with a new name. There’s not too much more to share about Nimbuzz, other than it’s a plain and simple multi-client chat product. If you’re new to the world of IM, Nimbuzz could be a good starter application. Once you get situated you may find yourself wanting other features and you can always experiment with a new product as your needs grow.

Trillian Astra

Now it’s my turn to apologize to Mac users - at this time, Trillian Astra is only available for Windows, but a version of Max OS X is in the works. In the meantime, Mac users can still use Trillian and experience it through the web-based version. All is not lost fellow Appleheads. Developed by Cerulean Studios, Trillian Astra a real powerhouse in the desktop chat client realm. The functionality that it delivers makes it a truly outstanding tool and one that you’ll want to have in your social media arsenal. Trillian boasts 450+ features to help organize your online life. Facebook, Twitter and MySpaceIM have been incorporated into Trillian’s social media round-up. An added network that many users see as a ‘deal maker’ is the inclusion of Skype. Through its applications, users can place Skype calls, control group conversations, support multiple identities (nice for personal and business profiles) and work with file transfer protocols. Sweet indeed! Trillian Astra aligns more closely with Digsby. It has many features in common (not all) like support for more than nine chat networks and email capabilities. Customization on the surface is accommodated with plugins, skins and themes and usage management that enables you to optimize performance, have proxy control and hands-on identity and connection management.

VoxOx

VoxOx is one serious hybrid. It’s part Adium, Digsby and Skype all rolled into one interface. You can make phone calls, send IMs and emails, monitor social media, share updates and a whole lot more. A quick summary:

• Social networking
• Text messaging
• Instant messaging
• Voice calling
• File sharing
• Email
• Fax

VoxOx has also kicked it up a notch with their universal translator. Whatever you’re typing can easily be converted into the language of your choice. Check out the VoxOx list to see what countries are supported. Another swanky feature is the VoxOx Personal Assistant (VOPA). She’s the real deal and she also puts celebrity assistants to shame with her admin skills. She can screen your calls, eavesdrop on voicemails to see if you should pick-up or let it roll on through and coordinate fax pick-up. The VOPA also offers a ‘Stalker Feature’ and caller ID spoofing. The Stalker Feature let’s VOPA send out a busy signal, disconnected message or personal greeting recorded for any specific person that you’d like to avoid. Caller ID spoofing let’s you create a customized number that others see when you contact them. You could create something easy to remember or spell out something fun. Endless possibilities. Last, but not least, you can include ringback tones to identify clients, friends or family and set-up on-hold music when calls are in queue. Social media coordination with Facebook, Twitter and MySpace (hey, where’s LinkedIn?) let you share videos, pictures, update your status, chat with friends and reply to Tweets. Now that LinkedIn has opened up its API to developers, VoxOx may integrate this social network in the future.

HONORABLE MENTION

Pidgin is a free downloadable chat client that make is very easy to connect with just about anyone. Pidgin supports 17 different chat networks, however, it’s only available for Mac. It’s been around since 1998 and has more than 3 million users.

Hopefully this list of chat applications works as a nice resource that will help you manage your social media conversations more efficiently. Let us know about others chat applications that you're using. We value your feedback.

Tagging is a popular form of identifying various online materials by attaching words, or metadata, to categorize and describe them. This is beneficial because it helps index items according to common traits and it makes them much easier to find by people who are looking for specific things. Tagging can be applied to just about anything:  photos, videos, music, RSS feeds, even webpages. So, here’s an example of tagging. Let’s say that I have a picture of a lemon (apologies for using a pathetically simple example) and I’ve decided to upload to Flickr and share with the world. I add several tags to the image to make it easier to find, like lemon, citrus, fruit. Now with ‘geo-tagging’ things get kicked up a notch. Geo-tagging uses latitude and longitude coordinates to determine location-specific details in relation to specific items. Using the lemon example, geo-tagging would involve sharing the place where the photo was taken, like Florence, Italy. The great thing about geo-tagging is that it can actually be used as a marketing tool to increase business. Geo-based social media sites are sprouting up all over the internet. Knowing what sites are available and how to use them can be an entertaining way to boost repeat business traffic and get your customers to start buzzing about who you are, what you’re up to and, most importantly, where you’re at. a

Foursquare

Foursquare is one of the big dogs on the geo-based social media scene. Their user base is growing rapidly and it’s a perfect time to jump in and start using their services with a creative twist of your own. Check out How to Market Your Business With Foursquare for some great tips and a thorough explanation on how the social platform actually works. a

Gowalla

Next up is Gowalla. It's very similar to Foursquare in terms of premise and interface, however there are some differences that help set it apart. Gowalla users have to physically be at the location when they're checking-in. GPS verification and geocaching work together to verify that users aren't randomly claiming to be somewhere when they aren't. This is a plus for businesses because customers have to be in your establishment in order to claim a true check-in. So how can you use Gowalla for marketing? Pretty easily.

• Visit your Gowalla business listing and see who's checking-in and visiting your place. Because visitors can choose how they'd like to be contacted, like text, call or email, you have a direct connection to them. Reach out and let them know about your special events and unique offers available exclusively to Gowalla users.
• Take a look at businesses nearby. Connect with some of their visitors and let them know that you've noticed they've been in the neighborhood. Incentivize them by offering 10% off a service or giving away a free product.
• More interaction means more buzz. The purpose of sites like Gowalla is to share information with others. Make your place of business a great experience for Gowalla users and they'll spread the word quickly about you.
• Request a customized icon, or your business logo, for your listing instead of using the generic category images that are provided. It will help distinguish your business.

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Brightkite

The publicity machine may be churning out a ton of spin for Foursquare and Gowalla, but Brightkite has the largest user base among the three applications. Recently, it launched a new group texting tool that lets users communicate with a text message to groups as large as 100 people. It's like being able to hit the 'reply all' button in an email. Instead of having to conduct individual conversations, Brightkite users can rally the troops to meet at a local park for a BBQ or head downtown for some cocktails during happy hour. A super bonus - the service is completely free! No more costly text message fees from your wireless service providers.

• Brightkite is very keen on helping local businesses market themselves. They make it simple to sign-up with a page on their site. Once you've created your listing you'll want to start promoting.
• Print up some window decals and signage to let Brightkite fans know that you recognize them and offer special incentives. Post them conspicuously. Include the a Brightkite badge on your website's homepage. With a little HTML and Brightkite icon, you can post a welcome mat to notify online traffic too.
• Oscar Mayer uses Brightkite to track their Wienermobiles across the country on their hotdoggerblog. A super clever way of showcasing where their business will be so that fans can easily find them. Try implementing a local version for yourself. Let fans know what tradeshow or festival you'll be at, as well as your booth number.
• Advertise with a call-to-action. Special savings are good, but they're even better when you position them with a sense of urgency. Offer 25% off, but only during the hours of 3pm - 5pm on Thursday.

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Loopt

This application is a stand-out because of its compatibility with more than 100 handheld devices. Additionally, Loopt connects with all major US wireless phone networks, like Sprint Nextel, Verizon, AT&T, T-Mobile and others. Might not sound like much, but the more gadget friendly an application is, the broader its audience base will be. Loopt is more than 3 million users strong and counting, which is interesting because this application doesn't include an entertainment component like Gowalla or Foursquare. It's totally game free. Loopt works based off what your friends are doing nearby and telling you what's going on around your current location. It even makes recommendations by looking at events and places that may be of interest and that are in proximity to where you are and what you're doing. A partnership with Zagat and Citysearch include reviews to make more informed choices.

• Your business can use Loopt to target someone who lives or works nearby and create promotions that can be redeemed by phone or optionally via e-mail or text message. This makes it much more convenient for people on the go.
• Set-up a digital raffle where the first 10 Loopt users who visit your location or write a super star review have a chance to win an free Visa gift card or iPod.
• I've said it a thousand times - social media is social. That means engaging with your audience. Posting and offering without interaction doesn't cut it. You have to reach out and talk to people. Tell them about your discounts, invite them to stop by and let them know that you value their patronage and support. A little sugar goes a long way.

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Dreamwalk

The easiest way to share what Dreamwalk is and how it works is to show you. Check out the video below for a quick overview. One of the best things about Dreamwalk is that its founders developed it for the purposes of digital advertising. From the moment it became a concept, the interest of the business owner was first and foremost. This theme is clearly reflected throughout their website which contains an abundance of information. Everything from 10 simple steps to get started to a comprehensive FAQ section.

Dreamwalk has made marketing your business an effortless process. They'll help you craft a campaign for your business or you can visit their idea center to get some inspiration and head out on your own. Either way, Dreamwalk is a great place to start testing your geo-based marketing initiatives. Use it as a starting point to launch your promotions or add it to your existing mix of geo-based applications. This is truly a great application.

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MyTown

This application is one of the most popular among users, partly due to the catchy game that it features. MyTown uses GPS-enabled Monopoly with real physical locations that lets users buy places and collect rent from others who check-in to those venues. Seriously - who doesn't love Monopoly? Unfortunately, compared to the other geo-based applications mentioned, MyTown offers that least amount of information and assistance to business owners. That's a major downfall since business is the driving force behind the application. Currently, business owners can see who's checked-in to their location and obtain their names. The downside here is that the names are pseudonyms or 'game names' so having this data isn't as helpful. Businesses can get involved in promoting their locations by contacting MyTown at:  merchants@booyah.com. For what it's worth, mention that you'd like to see business opportunities expanded and enhanced. Squeaky wheel gets the grease! So why is MyTown being featured if it doesn't seem to be business owner friendly? Well, it's friendly enough, just not bear-hugging-loveable like some of the other applications. As a business owner, getting in on the ground floor with MyTown could be a smart marketing move since it's not saturated with companies who are fighting for the same social space. Contact MyTown for details on how to integrate your business into their application. a

We'd love to know how you're using these services. Please comment and share feedback with us.