Let's get Social Media into Perspective...

Facebook, Twitter, LinkedIn are all really hot topics for discussion at the moment.

But as the CEO or MD of a busy mainstream business what should you be doing about it?

I am often asked this when I present seminars with CEO's around the country.

And I have a very clear answer for them, and for you today.

When it comes to figuring out how much attention you need to pay to Social Media right now, for the vast majority of businesses the answer is - not much.

Sure, social media is hot, it probably is the next big thing, there are some good case studies showing how some companies are benefiting and there are some really interesting niche ways to use these services to help you with your marketing.

However, let's put it into perspective.

If you asked me to show you companies that are making a big difference to their revenue and growth with Social Media, I can think of one or two where it makes a modest contribution, and I could dig out several well known and high profile success stories.

But that's it.

However, if it's evidence of results that you want - then I could show you many businesses who have added and generated significant revenues and profit today from Web 1.0 (Social Media being Web 2.0) - usually by having just three, perhaps four, things in place...

1. A really well developed, content rich, call to action driven Website.

2. Well conceived and refined use of Google AdWords.

3. The use of well planned and executed Email Broadcasting as part of a Constant Contact Communication strategy.

The fourth is a Blog. Of all of the Web 2.0 tools available, this is proving to be the most effective and relevant as a way of communicating with your list, and to improve your search engine optimisation results.

The ironic thing is...

Most of the business people asking me about Social Media (usually Twitter, Facebook and LinkedIn) today have not even scratched the surface when it comes to getting their Website, Google AdWords or Email Broadcasting really working for them.

But these are proven performers across a vast range of businesses.

And while Social Media is an exciting development, with lots of potential - it has a long way to go to prove its worth in mainstream business.

The bottom line?

By all means keep watching and learning about Social Media. We are, and we continue to run tests of our own.

But unless you are one of the few businesses who have done a brilliant job with your Website, PPC and Email broadcasting and maybe a Blog, have maximised your Web 1.0 opportunities and now need to move to the next level, then don't get distracted with Social Media right now.

Focus on what is proven to bring in significant revenue today and make sure you have fully developed and exhausted all of the potential that this offers before moving onto Social Media.

And for those of you itching to tell me know how you've heard of how Social Media has worked for someone, or is working for you - please remember that I know it can and does work.

It's just that for most businesses that we see day in day out, a focus on Social Media today would be trying to run before they can walk (or even crawl in many cases).

Lets keep the focus on what works today, and a weather eye on what may drive your revenue forward tomorrow.