There are plenty of small business owners and entrepreneurs fully engaged in social media. There are also just as many now just sticking their toes in the water. But if you’re not one of them, don’t beat yourself up. A recent study by the University of Maryland reveals that only 24% of small business owners are utilizing social media in their marketing arsenal. Feel better now? Good. Now let’s do something about it!

When done correctly, social media can increase sales, improve customer service, and provide a nice pop to your bottom line. But if it’s done wrong, you might as well go ride a bike with one wheel for all the good it’ll do you. Of course, in order to generate all of those potential benefits, it may be a good idea to step back and get a big picture of which social media platforms are most valuable and how to maximize their effectiveness.

As you put your feet up on the desk to dive into all of this pearly wisdom, we first need to decide which social media alternatives deserve your valuable time. Right now, the big three are Twitter, Facebook, and LinkedIn. Each have their own unique benefits and should be used in different ways to produce the best results. And of course, not each is right for everyone.

Twitter
The only thing more hyped these days than Twitter may be the cast of Jersey Shore (and yes – Snookie and The Situation are on Twitter). But of course, we’re more interested in Twitter for generating business, not sharing the tawdry details about our personal lives (if only our personal lives were so interesting).

Twitter can be a huge time sink that devolves into useless drivel with strangers, or it can be used to extend your reach with current and potential customers. Here are 5 tips for maximizing Twitter:

1. Setup a free Twitter account with your own name or your business name. If you’re a consultant or the personality of your company, use your name. If not, go with your business name.
2. Use Twitter search to look for other people or companies of interest in your area. Then “follow” them.
3. Anytime you find a link to an interesting article or have a helpful tip that comes to mind for your customers, share it with your followers.
4. Create more Twitter followers by promoting your Twitter page on your website, in your email signature, and in all your collateral materials.
5. Find your Twitter balance. 1-3 Tweets a day is just right. Some days will be more, some less. And never miss the chance to engage other Twitter users.

Facebook
The first thing you need to decide is whether you want to use Facebook for just your personal life or a combination along with your work life. Hmmmmm. Thought about it? OK. Let me help you out. Keep it separate. Unlike Twitter, Facebook has become split into two camps, personal and business. Your family and friends love you, but they just don’t need to know about your latest product offerings and your fans don’t need to see your family vacation pictures.

If you want to use Facebook for business, create a “fan page.” You’ll need to have a personal Facebook page in order to create your fan page, so that should be step one for you to get rolling.

LinkedIn
If there is an unsung hero in the social media world for professionals, it’s LinkedIn. Everyone in business should have a LinkedIn profile. The best part about LinkedIn? It’s virtually no maintenance once your profile is finished! The only thing you need to do is occasionally check in and find more connections to be part of your network. Here are some tips to maximize your LinkedIn profile:

1. Complete your profile. LinkedIn even provides you a “percentage done” icon to let you know when your profile is complete.
2. Use your connections to build your network. Once you’ve found folks to add to your network, look at their connections and invite those folks you know to become part of your network.
3. Get recommendations from happy clients. Testimonials rule!
4. Grow your network by joining relevant industry and alumni groups.

Generating new customers and maintaining relationships with current clients is easier than ever with social media. By utilizing Twitter, Facebook, and LinkedIn, you can be sure that you’re expanding your reach and maintaining a helpful dose of top-of-mind-awareness with those good people that pay the bills.

Ready. Fire. Aim. Uh oh!

Puling the trigger on whether to choose Facebook or Twitter can hurt. Especially if you choose the wrong one. It’s hard enough running a small business or being an entrepreneur. And now you have to find time to create a damn Twitter account or setup a Facebook fan page? WTF? This aint’ right!  But, do you? Uh….yeah…probably.

Well, “which one Gregg?” you’re pleading.

Let’s start here. It’s true that the most talked about social media these days are Twitter and Facebook. And of course, you have no time for either. But, we both know you gotta’ choose one if you want a complete web presence for your business. Problem is, if you have to choose, which will it be?

First, the facts:

Twitter allows you to post updates and messages of 140 characters or less. Such as a link to an article/blog post you read and and want to share with your audience or even mentioning a special sale or event. You follow other users to get their updates, and they can follow yours in return. Isn’t that sweet. It’s crazy simple to create a Twitter account and even easier to “tweet” a message whenever you want.

Facebook is a more robust social networking site; which is cool. But, it’s a bigger hassle to setup than Twitter. After you’ve signed up for an account, you can then start your business fan page and invite people to “like” your fan page. Your fan page can act as a hub for important business info. You can post videos, ask your fans questions, announce sales, etc. It is an online space for fans of your business to talk with you and about you and your services. Cool, huh?

Now let’s decide which one YOU should use.

Your going to want to use Twitter if:

• Your customers need daily updates on specials or news. For example, a restaurant may want to Tweet about the soup of the day.
• Your interested in saving time. When you have 50, 500, or 5,000 followers on Twitter, you’re sending a message out to all your followers at once.
• You like to converse. Twitter allows quicker access to direct communication with followers. By replying to a follower (using the “@” symbol before their user name), you can connect with them directly.

Now, when it comes to Facebook, it’s cool for daily updates and messages to all your fans, just like you can with your Twitter followers. But, you’ll also want to consider it if:

• You already use Facebook in your personal life and you’re familiar with how it works. That is a relief.
• You want to use multimedia to promote your business. Facebook gives you a great opportunity for your business to share videos, pictures and more. Just don’t share your pajama pictures on your business page. Ah, what the hell. Go for it. It’ll just create a personal connection between you and all your Facebook fans. They’ll love your doggie slippers.
• You want to create a community of supporters. People who “like” your Facebook page join a community where they can comment together on your posts or post their own content. Yeh, that can be dangerous, but I’m counting on the fact you run a good business and take care of your customers.
• You want to provide more information than just 140 characters. Remember, that’s all you get with Twitter. Facebook is better if you want to post articles with images or longer messages.
• You already have a personal page. This way, you can invite your friends and family to become fans. That means you have a nice starting fan base to grow from.

Many experts may say, “there’s no right choice.” Really, that’s just bullshit. Of course one is better than the other. Problem is, as much as I wish I could ask you right now about your type of business I can’t. What good am I?

But, I can say this…

If your business has a more personal touch to it and it’s not too stuffy, give Facebook a whirl. In other words, if you’re a gym or a woodworking shop, Facebook sounds nice. However, if you’re an accountant or plastic surgeon, Facebook may be too comfy for your audience. Now, Twitter would be great choice if you’re a consultant or your business is more national, than local. But, Twitter wouldn’t be the best choice if you’re a landscaper or Main Street clothing store. Know what I mean?

Whatever you decide, just pick one and try it for a couple months. Let me know what happens.

Feel free to ask question or add a comment below.

Access the complete Creating a Business Website series.

There are three ways to promote your website: via search engines like Google, locally through traditional marketing methods and online through social networking. We’ve already touched on search engines. Let’s discuss the other two methods.

Promoting your website locally simply means that your web address should be displayed everywhere that your business is seen or heard in the public eye. This includes your radio and TV commercials, as well as your print materials – billboards, phone book, business cards, brochures, and so on. In other words, if your business name is spoken, written or displayed anywhere, your web address should be the next piece of information that is seen or heard.

The other vehicle for promoting your website is the world of social media and social networking, which offers plenty of online options for getting your website address out to the public.

If you’re not someone who spends a lot of time on the Internet, don’t worry about the element of social media and networking right now. But, if you are a bit of an Internet junkie, then you should definitely get involved with some social networking sites. Depending on your type of business, I recommend Twitter, LinkedIn, Facebook, and YouTube. Each can provide you ways to get noticed online, while providing opportunities to share links back to your website. Even though we don’t have the space in this guide to get into the different aspects of social media alternatives, let me touch on a super-simple overview of which may be good for your small business.

Twitter
Twitter is a solid social media venue for most any business or business owner. If you’re more of a service professional, you should have a Twitter account with your name featured. If you’re business is more of a service-business/retailer, your Twitter account should feature your business name. For instance, an insurance agent or financial advisor may want to use themselves as their Twitter account persona. Whereas, if you’re a dry cleaner or tanning salon, it would be more beneficial to use your business name as your Twitter persona.

LinkedIn
The benefit of using LinkedIn is more for you, the business person, than your business itself. LinkedIn is a place where business people connect and are seen by one another. Even though you’ll have opportunities to share information about your business products or services, the site is more about you, the owner. Every business owner should have a LinkedIn account.

Facebook
Although many of us have Facebook pages to connect personally with friends and family, your business may benefit from a Facebook business/fan page” as well. I think Facebook business/fan pages are most beneficial for businesses and organizations that have more of a community-based appeal; such as restaurants, bars, and charities.

YouTube
Almost any business can benefit by having a YouTube page. Not only does YouTube offer a great way to add video to your website, your presence on YouTube can be beneficial as well. If you’re that dry cleaner, do a simple (but professional) video tour of your facility. If you’re that insurance agent, have a simple (but professional) greeting from you, telling potential customers about how you can assist them. You Tube is also great for adding any company videos or commercials you’ve had produced. They’ll not only be seen on YouTube, but you can add them to your website as well.

Another place to get found online is to participate in relevant forums or blogs in your area. Try to find websites in your area that have blogs you can comment on. Perhaps your local Chamber has one. The primary reason why “commenting” on local blogs and forums can be important is that it allows you the opportunity to include a link to your website. Sure, lending your voice to an online conversation allows others in your community to become more familiar with you, but the ability to add that link to your website is free promotion…and that’s the name of the game.

Just remember that if you are going to comment on blogs, bring something to the conversation. Don’t just put a link to your website by itself; that’s bad form. It doesn’t take much to include a few sentences that add to the discussion.

Once you have a website you’re proud of, you’ll want to get the word out. Promoting your site locally and through social media are two cost-effective ways to do it.

This is Part 6 of Creating a Business Website. View the rest of this series:
Part 1 | Keep it Simple
Part 2 | Don’t Go Alone
Part 3 | Think Like Them
Part 4 | Get Clicked!
Part 5 | Build Relationships
Part 6 | Promote Your Website

Access the complete Creating a Business Website series.

Six up-and-coming online marketing experts were recently interviews for a series of audio blog posts at Website Blueprint. The interviews covered over 50 questions most frequently asked by small business owners and entrepreneurs. It’s now available free (on this very page) as the Website Blueprint Online Marketing Audio Series. Take a listen to the interviews below.

SEO (Search Engine Optimization) 101
Craig Fifield of www.craigfifield.com discusses simple way to get your website to appear higher in Google.

Local SEO 101
Jon Rognerud of www.chaosmap.com discusses ways to be appear in Google’s local search results.

Email Marketing 101
Justin Premick of www.aweber.com discusses how to get started with email marketing.

Social Media 101
Laura Roeder of www.lauraroeder.com discusses which social media networks may be the best match for your business.

Business Blogging 101
Wendy Maynard of www.mavendiary.com discusses why a blog is so important for small businesses web sites.

Online & SEO Copywriting 101
Erika Napoletano of www.redheadwriting.com discusses how website wording can persuade visitors (and Google).

Interviews were conducted by award-winning website consultant, Gregg Murray. Gregg Murray is a website strategy blogger for AllBusiness.com, a website marketing contributor to The State Journal, and author of Website Blueprint: The Beginners Guide for Small Business Owners.

Social networking gets some attention during the season finale of The Office. Woof!