It's 2008, the internet is still in it's infancy. The pace of change relentless. Some people worry whether mass media as a social agent is
an effective proposition but in the grand scheme of things, let's keep it simple.

You want to leverage social media and social networks to help you in your business. You want more reach with this new media, using
blogs, social networking sites and social advertising and that's just for starters.

First, ask yourself a couple of questions:
Does it matter whether you have a small, medium or large business?
Does it matter on the type of business you have?

The answer is yes and of course no.

Let's take the first question - size doesn't matter because the role of social media and social networking is applicable to all business sizes. Today blog growth rates are through the roof and almost every Tom, Dick or Harry has one. Blogs are spreading at a phenomenal rate and unfortunately there is a lot of rubbish pushed out as a result. Regardless, you still need one.

But remember your target market - and within it your target customers - they may not want a daily digest of your innermost thoughts. You've heard of "Credit Crunch", well there's a far more important, insidious and ever present "crunch" assaulting our senses every day: The "Complexity Crunch".

The advent of computing has not brought simplicity, it has brought with it a massive increase in communications, a massive increase in choice and as a result a massive increase in the complexity of all our lives.

So remember, if you can say something in 100 words or in 10, always pick 10.

Now to the second question - does it matter what type of business you are in. I believe almost all businesses will have to look to embrace social networks like Facebook, Bebo, Orkut, Myspace etc… to get their message across.

There is one category of business which may have a small reprieve for now.

Many local businesses will never embrace the web and indeed social media. Many of them believe it is new-fangled, over complicated, too much time, effort and hassle.

Avoidance is a good coping strategy and I'd have to agree many local businesses should not bother trying to get up to speed with business at the speed of electrons whizzing around the world in the internet. In the short term, they will have less hassle, less overwhelm and more free time.

Sounds attractive doesn't it?

Tthe problem is the paradigm shift we are experiencing right now. Change is an ever-present part of our lives. Death and taxes may be guaranteed but the paradox of constant change is with us to stay. People are embracing and integrating technology, and in particular social networking technology into their lives at an ever increasing rate.

It's a phenomenon you as a business owner can't ignore…

Part II coming soon…