how to say it?

As a small business owner you already know what to say - and how to say it - on social media.

Social media is a one-to-many conversation and every day in real life you have dozens of conversations with people about your business. From customers that walk into your shop to people you network with at industry events to your family and friends, you're practicing real world social media all the time.

Using social media as a marketing tool is simply having those conversations online.

It sounds easy and it is. But just like a real life conversation, the same rules of social etiquette need to be followed in order for you to be accepted, understood and successful.

For example, you've probably been to a work function, like a networking luncheon, with That Guy. You know, that guy that talks a little too loud, a little too long and a lot too much about himself and his own business. Like most people, you probably smile and listen for a short time and then excuse yourself, cross the room as fast as possible, and hope he's not seated at your table. You might even avoid him at the next function.

This is exactly what happens when you don't converse properly on social media. Even worse, on social media people don't even have to worry about smiling and being polite. They can just click you away.

So, how not to be That Guy on social media? Simple: Just remember that every time you sit down to post online, even though you are working to achieve specific marketing objectives you are also talking directly with your colleagues and clients - in your own voice. If something sounds great in your head, double check and ask yourself is this something I would really say to a client or potential customer? Does this read the way I really talk? If I met a person who reads this would my online persona reflect my real persona?

Also, did you notice that I just wrote "talking directly with your colleagues ..."? The word "with" is also a key point in in creating successful social media conversations. Even though it is your social media it's not all about you. Like a live conversation, the more you can involve those you are talking with the more engaged and receptive they will be to what you are discussing. Take it back to the lunchtime work function: if you sit at the table and only talk about yourself, you miss connections and opportunities to see how the people seated with you could work together. By using social media to provide an opportunity to communicate with you, you're making those same kind of connections online.

These two points are pretty much the basis for effective social media conversations. And I am going to follow my own advice here and ask you something: what specific questions do YOU have about communicating via social media? Use the comments tool below and I will answer your questions in an upcoming post.

Look for our next post: what's in a meme?