By now a third of businesses recognize social media as a useful tool in promoting products, services and solidifying a brand identity. According to the results of a Deloitte 2009 Ethics and Workplace Survey taken last month, 30 percent of executives noted that social networking was indeed a part of their business strategy. But, as noted in the e-Marketer article, The Problem with Social Media in the Office, 55 percent did not have any sort of official policy for using the networks.

It makes us wonder – are these executives wielding the power of social networking carefully? Are they devoting the proper time and attention to the networks they have chosen – primarily Facebook and Twitter? Are they engaging other users?

Leveraging social media in the workplace is not always top-of-mind. Not all businesses that stand to benefit from this type of exposure can require their employees to sit in front of a computer screen. For those professionals, it is truly important to seek out a dedicated, experienced PR professional who can support these efforts.

Ask yourself:

A. Do I have a social networking strategy?

B. Are my social media efforts linked directly to my marketing plan?

C. Is the time spent on social networking supporting all of our efforts – event planning, specialized pricing, promoting new products and services?

D. Or is it just an afterthought?

If you answered D, it’s time to seek support to guide your efforts. Social networking requires an investment of time. When executives cannot afford to spend time using these tools correctly, the business itself stands to suffer. The message becomes fragmented.

In business, perception IS reality. So tell us, how is your company perceived? An outside perspective and social media strategy can give any company a serious edge moving forward.

The microblogging site Twitter has amassed some 6 million users in its few short years of existence. As avid Twitter users ourselves, we got to thinking – who else exactly is out there?

It seems to be a topic of some debate.

A recent post by Allen Weiss on Marketing Prof’s Daily Fix Blog noted that in recently speaking to junior and senior level college business majors – most of whom could be found on Facebook and LinkedIn – were not as familiar with Twitter. He said some considered it a waste of time or even “information overload.”

That seems to suggest that younger users don’t find value Twitter. And if you look to that age group to predict the future of social networking, it might imply that Twitter isn’t an important or viable a tool as we thought.

But we disagree – for two reasons.

First, Facebook’s deal-makers have been trying to acquire Twitter. Business Week reported recently that talks have stalled on the Twitter takeover, with Facebook reps offering $100 million andmore in stock.

If there wasn’t some evidence that Twitter would continue its massive growth, the price tag and negotiation wouldn’t have been there in the first place.

And if those numbers aren’t enough, let’s talk Skittles.

The rainbow-colored candy recently revamped its Web site giving credence to the microblogging social network. Visit Skittles.com you’re welcomed by a Twitter search page detailing all the current chatter on Skittles. And boy, has it got people talking and tweeting. Love it or hate it Skittles sees Twitter as its best bet to share information about its brand online.

Our take? Maybe Twitter’s early adopters aren’t coming from the 20-and-under crowd. But we’re willing to venture a guess and say those college students in question will have Twitter handles of their own soon enough.

Facebook might be the network of preference at the college level, but once out in the business world, we imagine these young professionals will find new and engaging uses for Twitter too.

For a site that can be used for everything from finding a job to connecting with peers to sharing news in real time, Twitter seems to have a bright future ahead.

We’re not cheerleading any one social network over another. We’re simply saying with as fast as the social media landscape is growing and evolving – perhaps predictors of its future can no longer be limited to any one demographic.

What do you think? Are you a Twitter fan – tell us why or why not. Or follow us at Publicity_Works.

When using social networking for business, following these guidelines will help maximize your capabilities as a presence online:

1. Invest your time wisely on the right sites for your business. The most promising sites are Facebook and LinkedIn that allow you to create a profile and view other business professionals’ profiles in your industry.

2. Write profiles that establish your credentials and expertise. Most social networking sites start with a profile page. Seize this opportunity to position your business and market your skills, as well as providing necessary contact information and a Web site address. If you are an expert on a given topic, brand yourself as such. Make sure your profiles are keyword-rich and use pictures that you would want potential customers/clients to see. Take advantage of the applications these sites offer.

3. Join groups and forums and share your expertise. Establishing credibility and trust is as important as making yourself known. Comment on blogs, but keep emotion to a minimum. Credible comments add to any discussion and can help position you as someone with expertise in a given niche.

4. Seek out recognized authorities in your field. Send a Facebook friend request or a LinkedIn networking invitation, accompanied by a message introducing yourself and politely explaining why you’d like to meet this person online. Be confident, but make sure your motives are business-related.

5. Be selective about your “friends.” You want to make friends on Facebook and other social networking sites — but it’s not about how many names you can “collect.” Having a small number of friends (or connections) who value your passions and expertise, and who care to network regularly, may be best for your business.

6. Promote your blog on social networking sites. Blogging is not for everyone, and this is not a pitch to get you started against your will. But if you do blog or are considering blogging, many social networking sites enable you to surface your blog posts through RSS feeds.

7. Use privacy settings and street smarts to limit identity theft. Most sites have privacy settings allowing you to dictate how much of your profile is revealed to people inside and outside your network. Adjust these settings to your own comfort level, but in general, be cautious about the personal information you post.

8. Avoid aggressive marketing and constant promotion. If you do nothing but promote your new book or new business or product, people in your network will lose interest and likely “un-friend” you.

Using social networks allow business professionals to position themselves amongst the competition in their industry and offer value to their colleagues and customers in an accessible and efficient method.

These tips were taken from Microsoft Office’s Monte Enbysk’s article on social networking.

To read the article, visit http://www.office.microsoft.com.

As a restaurant owner, you should not rely solely on word of mouth and advertising modes to support your dining venue; a marketing strategy will keep your kitchen doors swinging, and patrons on a waiting list. Implementing an in depth marketing plan specific to your local demographic is the most effective tactic you can initiate.

If you are thinking about not marketing or cutting marketing, don’t! Marketing is crucial to the success of your venue.

These basic tips will help you procure media coverage and customers, but as a busy restaurateur you most likely do not have the time or resources to promote your venue:

* Develop relationships with reporters and editors
* Understand online social networking – send out specials/invitations to your online followers, friends, fans, groups
* Invite media to your venue for a free meal
* Set up food drops/deliveries to local radio stations
* Host a media sponsored event at your venue

How do you create and implement a marketing strategy to garner attention of your venue? Contact Publicity Works – a public relations firm/marketing agency. We have the capabilities in place to help you get the media coverage your restaurant deserves, which will keep customers coming back for more.

Your competitor is getting media coverage with daily newspapers, weekly magazines, radio segments, blogs, and even television appearances – why and how is this happening while your company receives no media attention?  Chances are your competitor is working with a public relations firm garnering media opportunities.

These basic tips will help you procure media coverage, but as a busy business owner you most likely do not have the time or resources to promote your company:

• Develop relationships with reporters and editors
• Determine newsworthy hooks/angles
• Understand online social networking
• Cooperate with journalists in a timely fashion – never make a reporter wait
• Have ideas ready to pitch media when media calls looking for news
• Offer exclusive interviews

How do media opportunities happen?  Well, it certainly is not a wave of a magic wand.  Many contributing factors are in place already before a media placement is secured, and a public relations firm and/or marketing agency has the capabilities to help you get the media coverage your company deserves