why are you doing it?

"Why do companies like Toblerone and Pepperidge Farm bother having websites? As if people are going to say to themselves, "Gee, I wish I knew more about Milano cookies. I know! I'll go to their site!" Just a thought ... I succumbed ... Milano Cookies. Milano, our most popular Distinctive cookie, is a satisfying combination of rich, dark chocolate sandwiched between two exquisite cookies."

- Douglas Copeland, JPOD

I've mentioned before that the current craze for social media reminds me of the early days of the Internet. Remember? When everyone was throwing up websites left and right just to be online?

This week I experienced that familiar feeling again as I received a brief yet thoroughly excited announcement from a company I do business with telling me that they are Now On Facebook!!! The announcement didn't tell me why they were on Facebook, what I would get out of liking them on Facebook, or how their Facebook info would be different than their website, enewsletter or email blast content. And, since this is a business I pretty much must use on a quarterly basis, I'm satisfied with using, and have no interest in communicating with, I just deleted the announcement and went on with my day.

I suspect that this was the first of many, many invitations to join companies on social media that are coming our way. Simply put: the social media space is rapidly becoming a lot more crowded.

Which means as a small business owner, to take advantage of social media and see results from your effort, it won't be enough to be present on social media, you will need to use it strategically.

I say and write that word - strategically - a lot. So do other marketing and social media proponents. But what does it really mean? The simple answer: find your audience in the right place and give people an irresistible reason to spend time communicating with you in a way that benefits both them and you.

How? Here are some ideas:

What's in it for them? Are you giving discounts, deals, specials, freebies, exclusivity? From a chance at first looks at retail items to full-on giveaways, people love to get things. What can you give them that they want while promoting your brand?

Are you in the right place? Facebook and Twitter have become nearly synonymous with "social media," but they certainly are not the only opportunities out there. Reviewing sites like Yelp, group couponing at Groupon, and audio/visual media, like YouTube are also options. See what else is out there and take advantage of these free or low-cost options.

Have you looked at "apps"? Everyday new apps for use on the iPhone and iPad and other non-Apple hardware are going live. Foursquare is one such gaining popularity, as well as, Layar. Each of these help users find you online and entice them to visit you in real life. What else is out there that your particular business could use?

Social media is a fast-paced, ever-changing, and sometimes overwhelming form of marketing. But it is still just that - a form of marketing. Starting with a strategy, talking with your people, and finding the right social media for you marketing goals will help you get the most out of this exciting form of communication.