What it can do. And can't.

Why participate in social media?

Sites like Facebook are best used for relationship marketing purposes. While they won't generate large amounts of immediate additional business, over time they will help you to acquire prospects and communicate with customers and prospects on a huge variety of subjects.

Six reasons to participate in social media

1. Low-cost. A low-cost way to keep your customers and prospects informed of all your company activities including offers, events and even sales, low-stock and more. Do it right and you'll increase footfall, enquiries and ultimately, sales.
2. Communication benefits. Have a two-way communication, have fun with your fans and answer their queries and concerns in real-time.
3. Positive resolution opportunities. You can react positively and openly to issues and negative feedback that might otherwise have resided on consumer websites such as www.reviewcentre.com. Facebook can provide a very public opportunity to turn a negative into a positive.
4. Stand out from the competition. As an example, of the top 200 motor dealerships in the UK by sales volume, just 18 were using social media in January 2010.
5. Humanise your business. Your culture and values will shine through in everything you say and do.
6. Email marketing. You can use your existing email marketing communications strategy to drive awareness of your Facebook presence, and vice-versa.

Risks and pitfalls (and what social media won't do)

• It won't generate significant business in isolation - it's part of the overall marketing mix. Therefore you can't neglect other activities in favour of social media.
• It provides a very easy, visible way for people who may have had a negative experience with your business in the past to express themselves in public. At Infinity Designs we'll help you to avoid such situations, as well as providing an action-plan should they occur.
• It takes time to build up a following, so be prepared for this.