Recently, I asked the same question to our resident social media expert. I was feeling the primer she provided a year ago might require some considerable updating. I braced myself for new tools, new uses and new technologies to grasp.

Turns out like any new bright and shiny communication tool, the frenzy of possibilities in the beginning seem endless. But then the dust settles, folks start using the technology day-to-day, and the real uses and benefits are realized.

Here’s what I learned (so far…):

• More people have access and are comfortable with the tools.More than ever people have access to devices that link their social media networks together, from iPads to Kins, making it a viable business communications tool to reach your main market.
• Local, more directed communications are the way to go.

The entire world is most likely not interested in what you have to say, be more targeted.

Side Note: Not quite sure about hyper-local campaigns having business relevance e.g. Foursquare. Could be that places, products and services are rated by people you trust and can relate to with no “middle man” to skew the ratings?  I guess time will tell.

• Not all social media tools are created equal, at least not to your audience.

The market has filtered the strongest tools to the top. Choose the few that work for you and your audience and concentrate your efforts on them.

• With a few years under its belt, social media can now be measured and trends observed. The proof is in the numbers and they are now more credible and available.

Companies can now measure the success of campaigns and then, based on their results, structure campaigns that will be most effective. This decreases the amount of time and money spent on campaigns that will not reach your audience.

• Content is still king. Make it fresh, relevant and robust.

News, updates, and the ability to make connections keeps your audience “tuned in.” Don’t bore them with in-depth industry articles, accolades or your long winded opinions. Rule of thumb, quick, short snippets of information on a regular basis are easier for the average audience to consume day-to-day.

• The shock factor is not necessary to get attention.

Unless you are Lady GaGa, you really don’t need a viral video to bring in business. Does a high YouTube ranking mean anything if the majority of viewers are not in your audience? Target your audience and speak to them appropriately.

So what’s new in Social Media? Turns out not much. Social media is another communications tool. As a marketer, you need to start asking the same basic questions you’ve always asked.

1. Who are you trying to reach?
2. Why are you trying to reach them?
3. And how are you going to impact them?
4. What do you want to be the end result?

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