The topic of Social Networking is so wide and deep it would take a trilogy of books just to scratch the surface. So let's focus on just the essence of how you can use social networking to create an effective web presence.

 Choose Wisely

You simply can't keep up with all the social networking sites. Instead of dabbling in all of them, choose your audiences primary platform. Facebook is for B2C, LinkedIn is for B2B, and Google+ is a new but hybrid you can use to reach both groups. If  journalists are an important network to your business, Twitter is an important platform. Choose one, then...

Go Deep

Once you choose a specific SN site, invest in learning, building and operating a profile and business page. I say operating because social networking is not a build it and they will come proposition. Invest in a professional level account and consider engaging a professional once you've educated yourself to the point you understand what you need and what your trying to accomplish with your SN investment.

Find Your Voice

Your voice, not the voice of your social networking ventriloquist. You can have your Personal Assistant (PA) accept an invitation, but you have to attend a social event in person. Engage a professional if you must, but delegate the mechanics, not the content creation of your social networking effort.

Lead the Way

Social networking exists on the outer edge of your web presence. It serves to provide PR for your organization. it's meant to point toward your marketing, not the other way around. It's ironic that whenever a new digital technology appears, web publishers strongly recommend businesses feature it on their home page. "Hey, check us out, we now have videos (or a blog, or Facebook).

Go With The Flow

The proper flow is PR, Marketing, Sales, then eCommerce. After you've gone to all the time and trouble to get prospects to your site, don't distract them with an invitation to go all the way back to your social profile out at the edge of your web presence. First publish content on your pages or posts, then use social networking to invite prospects and clients to explore your valuable content.

Insights

•  Use social networking as PR, pointing prospects to your site, not away.
• First find your voice, then find a social networking expert.
• To choose the right platform, find your customers, then meet them where they are.
• Build one social networking platform at a time.

Resources

• ClickSquared  Cross-Channel Cloud Marketing Report helps you understand how to get all your channels in a row.
• Pixibility has a valuable Webinar that points to their social media classics.