Well, just when we all think that social media is getting to a manageble level it happens again.  Another social networking platform, Facebook, adds a few new features that make you go, hmmm…  Now, I do like what LinkedIn changed, but I’m not sure exactly what FB is going for.

First, they have changed the way people join fan pages.  Now, we can only like each other because apparently, according to FB, fan was too strong of a word.  Also, on the fan page you now see your personal FB friends along with the people who “like” you.  The thing that I loved about facebook’s personal profile and fan page was the separation.  I liked having people who only want to see pictures of my granddaughter separated from the other people who want to talk about social media.  It’s down right frustrating, I tell you.  I’m almost afraid to teach my next social media class because while I’m explaining a feature of some social networking site it might change that very hour. 

Second, Facebook is now introducing another level of networking (I guess that’s what it is) called community pages.  So what’s the difference between community page, fan page, personal profile and group?  I don’t believe anyone know yets.  If someone does then like the Bush’s Beans dog, they ain’t talking.  For now what is known is that individuals can create a community page.  I think that the page will be owned by the one who creates it at first but once it reaches a certain number of people who like it then the community takes over and it becomes more like a wiki.  If you understand that, please explain it to me!  LOL!

So the question again becomes should people/organizations go ahead and create a community page to have first in advantage or just wait to see what happens.  How will people use the community pages?  What will having these well liked community pages do for fan pages.  Will it make fan pages obsolete?  The world is waiting for an answer. 

Here’s my biggest question:  Are the big drug manufacturers working on a pill to combat social networking chageitsis?  I might need a perscription.  In the meantime, I guess margaritas will have to be enough.

Burson-Marsteller recently released the results of a survey they conducted to determine where companies engage the most using social media tools.  The study indicates that 79 percent of the largest 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or corporate blogs.

It’s interesting to find that companies are not just posting and tweeting randomly.   Real conversations are going on.  

For an evidence-based approach to social media, the reports suggest the following 9 tips:

1.  Monitor your own, and your competitors, social media presence.

2.  Get top management “buy-in”. 

3.  Develop a social media strategy.

4.  Define and publish a social media policy.

5.  Develop internal structure.

6.  Contribute to the community.

7.  Participate in good times and in bad.

8.  Be perpared to respond in real time.

9.  Beyond monitoring, measure the impact of social media engagement.

You don’t have to be a big company to harness the power of social media engagement.  The rules are the same for any size business.  In fact, social media has leveled the playing field in such a way that a small company or individual can have the same kind of reach as a bigger company by using social media tools.   But you do have to follow the rules.  If you are the top management then you must agree with yourself that you will be committed to using the social media tools you select.  Do publish your social media policy even if you are the only one who will see it at first.  This will give you a guide to help you remember what you said you would do.  Don’t think that just because your business is local that you don’t have competitors.  You do.  Social media tools provide a great way of finding out what they are doing.

So, what is your social media tool of choice?  How is your engagement through that channel improving your business outcomes?  Have you performed a social media checkup lately?