Smartphone InterfaceAlthough social media users swap countless IMs and posts across PCs and laptops every month, most people fail to realize the amount of direct messaging that takes place between mobile device owners through those same social networks. According to a blog published just a few days ago on the New York Times website, a number of recent studies all point to the conclusion that social media apps are quickly replacing standard phone SMS as a primary form of mobile communication. One particular report states that the amount of text messages relayed by cellphone owners in the Phillipines on a monthly basis has decreased by more than a third from 2010 to 2011 (down to 400 texts from around 660).

Yet, what does this all mean to the standard small to medium-sized business owner? Well, aside from the obvious fact that Facebook and Twitter are quickly replacing traditional phone texting, it’s important to recognize the ever-increasing need for a strong social network presence in the business world. As conversations continue to take place in greater frequency between social media users, companies want to be a part of that dialogue more than ever. It’s one thing to have a prominent link on a Facebook page or Twitter feed, but becoming a talking point in these back-and-forth messages is even more worthwhile.

Maintain an Undeniable Network Presence
Often a luxury exclusive to multi-million dollar corporations, wide-scale recognition on social networks is considered by many business analysts to be the ultimate goal of any social media optimization. At the end of the day, once the ad campaign is over and the dedicated bloggers, tweeters and status updaters have gone to bed, a business owner wants to rest easy knowing that all that hard work is still finding traction. While getting to this point can take months – or even years – of hard work, getting a campaign started on the right foot can make all the difference.

For the best social media results, small business owners and experienced marketers alike need to remain active when seeking out target demographics. By searching for interest groups, watching how the competition approaches their own campaigns, keeping up with industry-related news and always staying active with posts, a social media listing can establish the follower base and ongoing attention it needs to succeed. A dedicated effort on social networks can eventually establish one’s brand across a wide audience and keep traffic going to a page consistently.

Earn, and Keep, the Attention of Potential Followers
Getting communities on social networks to notice a company is not unlike being the center of attention at a party. Although companies can end up handling thousands of followers at a time, getting people to engage a business takes the right approach. Aside from constantly posting new blog content via Facebook and other social media outlets, companies can also remain relevant on social networks by interacting directly with users. In particular, running a contest is a fantastic way to get new followers to jump onto a business’ social network feed. Raffles and community-driven competitions for consumer goods and various leisure items often provide great incentives.

Of course, it can be difficult to secure these users once a contest has ended. Should a business try to use giveaways to bolster its online following, it’s important that it attempts to continually engage these new followers outside of the contest itself. A social media campaign manager should always try to ask questions and for feedback, do community spotlights or even feature posts from social media users. This type of community response rewards users for being actively involved with a company and provides a solid way to keep people following.

Supplement Social Network Activity with even more Activity
While the old adage of “less is more” certainly applies to social media campaigns, businesses still want to make sure their voices are heard. Although one should take care in not turning away users through excessive posting and in-your-face advertising, it’s a smart move to supplement campaign efforts through additional social networks. In particular, Twitter is an excellent avenue through which companies can spread additional links and updates for their other social media assets while not overwhelming followers on other networks.

Maintaining a strong presence in social media conversations is a true challenge that offers as many rewards as it does obstacles. Should readers have any further questions regarding the right practices for social media success, I can be reached directly at jwerists@webimax.com.