Web 2.0 gives a person a clear overview of how social bookmarking impacts every aspect of communication and information exchange on the Internet. People use this method of communication as an easy way to receive and exchange information instantly using multiple social networking channels.

Many people are attaching links and RSS feeds to their websites and blogs so that they can alert their readers to new information on a regular basis through their social networking site. The bookmarks may be spread across all of the social networking sites via the people accessing them.

Social bookmarking is susceptible to spamming and hacking. All of the social media sites continuously upgrade their security to block spammed messages from businesses being attempting to be bookmarked on their sites. However, this is a continual race.

There are some very good ways to use social networks and social bookmarking specifically, to increase one’s business. However, it is important to note that if a business attempts spam advertising, or has poor and uninformative content, when a person blocks their URL, they are effectively blocked from every device that that customer has. This can be very expensive for a business.

There is no standard language protocol for social bookmarking. Many SEO work with the standardized protocols of the large directory search engines when writing and advertising. The language used for bookmarking on social networks is different. For instance a business that sells desks may write a profound article about roll-top desks. The bookmark or tag that it is saved in will be “roll top.” A person searching for “desks” will not find that business. Many people bookmark using a shorthand method that catches on.

It will be important prior to using social networking as a marketing tool that a person take time to learn the semantics of the bookmarking structure. The bookmarks are organized by the “tag” that is associated to that article or RSS. It may not lead to the website if the correct language is not used in the title of the article or RSS feed.

Social network optimization tools are very different from SEO for the Internet. There is not a marriage between the structure of languages between these two entities yet. However, the Internet search directories will evolve into social bookmarking as more people begin to take control of their information highway.

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The first step to taking advantage of the benefits that it offers is to follow, and be followed, by those with the same interests as you. Don’t limit yourself to just those people who you actually know, anyone who operates in the same niche or niches as you is an option.

Once you have a decent number of followers, it’s time to start tweeting. Bear in mind that when you tweet, self promotion isn’t the aim – always think about what your can genuinely offer others. Keep away from tweeting about what you ate for breakfast and what you’ll be watching on TV later; the fact is that others don’t care about this and you will soon annoy people if you take this approach to tweeting. If you want to brand yourself as someone knowledgeable and whom it would be desirable to follow, then you’ll need to be able to provide value to your followers as well as potential followers.

There are also a plethora of tools on the Internet that integrate with Twitter to provide greater functionality and options. These tools can be used to automate tasks which you may find are taking up too much of your time. Twitter is a social networking site though, and people often forget about the social aspect of it. If you are truly interested in networking with people on Twitter, then try not to automate anything. While it does save time to automate parts of your Twitter account, doing so will make you seem less interested in your followers.

As well as simply sending information out to your followers, Twitter is great for building new contacts by getting involved in conversations and answering others questions. If someone makes an interesting tweet, then tweet back that you found their tweet helpful and maybe add something to what they originally tweeted. Or, if someone tweets about something that you don’t know about that, then tweet back to ask them for more details on it.

If you tweet and interact with certain individuals long enough, they’ll start trusting and respecting you. Then, once others see that you are an active and valuable Twitter user, they will start interacting with you too, and a viral networking effect results. The consequence being that once you have built a small network on Twitter, and are an active user, your follower base will start to grow significantly without any specific additional efforts by you.

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Social networking gives you a chance to build up some new business contacts as well as develop some new and interesting advertising methods. Branding is nothing more than being familiar with a brand or a name. Thus, as those connections on social media that you shout out to every day start to become familiar with you and your website there is an instant branding connection starts to happen.

While they may not need your products or services today, they might next week. Just like we tend to pick up the Utz or the Lays in the potato chip aisle your contacts are going to be much more likely to head to your website for their needs because they already have a sense of familiarity that makes them more comfortable.

Being familiar isn’t always enough to make someone more comfortable with your product or service. That is why it is important to maintain your contacts as well as keep your contact list growing. Obviously, the more people you have receiving your status updates and any specialized offers that you might be letting other users in on the more people who will eventually become a positive conversion statistic and therefore profitable for you.

Social networking offers some very unique methods of getting the word out about your business and the potential for branding is very good. The more you connect with people on an interpersonal level the more you can encourage them to check out your website. This is not random advertising or spamming large groups of people. This is communication regarding similar interests, solving problems, and connecting to other business minded people.

Post an icon on your website for each of the major social networtking platforms that you use.  Visitors to your website are already interested in your content, so make it easy for them to become your follower on Twitter, for example, by posting a follow me on Twitter button that they can use to get to your Twitter home page.

This is a process oriented form of advertising. While it might seem like a slower method than some of the other available advertising methods, it can be highly fruitful. Once you get the hang of it, social networking advertising methods can be very effective in only about ten to fifteen minutes per day.

Put some time into social networking sites and you will reap the rewards. Familiarity and a sense of basic trust that comes from being familiar with someone is often enough to gather more conversions per visit.

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After all, alexa shows facebook to be the 3rd ranked site in the world after yahoo and google and according to facebook itself, there are 65 million worldwide users. That’s a big market place.

But most marketers miss a vital trick. In these days of mass automation and bulk processing, it’s easy to forget that behind each profile is a real person – not just a prospect.

Treating people’s profile on facebook like printouts from any other automation or bulk processing tool is a good way to send your online reputation going the wrong way.

Why?
If you were selling something in the street, you wouldn’t systematically go through them asking them one at a time “Do you want to buy this?” and if they hesitated for just a second – you went onto the next one.

No
That’s a very poor time management on your part.
The facebook danger (and admit it – we have all done it…) is going along to someone’s profile or a group and posting something like

“Hi, My name is [your name] and I am selling [what you sell]“.
You will never visit that account again. What you have done is just polluted the internet. It’s like writing abuse on someone’s facebook profile.

There is a much better way
It’s called actually getting to know people. You remember – you did when you first went to school or college
You find out what they like and dislike (you do find out what your customers want and don’t want… don’t you?)

You ask them how they are; take an interest in what they do. (You might not be interested in swimming with sharks but they might be…)

And after a while, something magical happens – they begin to like you and even better, they may even trust you – so when they have a problem or they actually get bit by a shark they are likely to ask people they trust for advice. THEN it might be sale time.
Of course this is a longer sales time but something else wonderful takes place – they tell their entire rollerhockey mates who then seek advice from you. Now isn’t that better than selling one at a time ?

Thought you would agree?
So, – if you are building your online business using your own brand name – then you CANNOT afford to be seen as an internet graffiti artist. Whatever your product. You must do everything you can to build trust.

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One website that was quick to see the potential in allowing their users to trade items online was Facebook. The Facebook ‘marketplace’ was an instant success and people jumped at the chance to combine social interaction with making a little extra money via trading items. Being able to advertise online is nothing new however and sites like Gumtree and Craig’s List have done very well through allowing people to do this, but they find themselves struggling to compete against the newer socially-led networking sites. They allow buyers and sellers to interact with each other in many more ways, including being able to trade photos easily, see friend’s recommendations or even ask online experts before they buy. For example, before you make that commitment to buy one of those second hand bikes you can request more pics, query your friends about it, or ask those people who are hanging out in the cycling community section if you are making the right choice, and if not, what is the right one?

Moreover, people now even have the ability to actually seek out items that they are looking for via sites such as Twitter. For example an extreme sports enthusiast might post on their twitter profile that they are looking for 7’6” surfboards, and because of the potential size and power of the networks here, they will likely find multiple people very quickly who have suitable surfboards for sale

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So how can this collection of oddballs and misfits be any use what so ever to your business?

Well, the thing to remember is that oddballs and misfits are everywhere these days, walk down the road or to the train station and you will see variety of different shapes and sizes of people. A business person wouldn’t view everyone of these as a prospect in real life and neither should you on facebook.

The second thing to keep in mind is that facebook doesn’t come with a training manual or instructions guide. As with so many things these days, people are just expected to “get on with it” And without any sort of online training often just means copying what other people do. With regards to promoting a business on facebook, unfortunately, this generally means link dropping.

Someone starts a group based on an interest(It’s a little known secret that it is extremely hard to start an online forum) and invites their friends to join. Friends join, and because there isn’t a community already and because they don’t know what to say or have never been coached in how to start a conversation, they just say

“Hi, we are XYZ widget makers and if you ever need widgets, visit our website”

Then 1 of 2 different things is likely to happen

The first likely thing is that no one will EVER click that link.

Why?

Most people hate being sold to. Plus they are unlikely to buy widgets (or any other service from someone they have neither met nor heard of before)

The next likely thing is that anybody who does respond will just say something like.

“Hi, Top link”

That’s a bit like saying

“Hi, great shoes” – but they can never say why…

But there is another way

It takes time and effort – sorry to say that you can’t get everything for free these days.

It’s called networking – actually finding out what help people need and helping them – for free. Ignoring the link droppers (sorry spammers) and looking to meet the sort of people that you would look for in real life. Yes you might need to spend a little time and “kiss a few frogs” along the way but your business will benefit in the long run.

You will meet lots of new people in different parts of the country (and world) who you never would if you had never made the effort.

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