Chances are you’ve heard something about social media lately. Twitter, Facebook, LinkedIn and others — wherever you go, it’s hard to avoid these days. Should you pay attention? I say it’s the smartest thing a business owner can do right now. Here’s why. [private]

The New Rules of Marketing

Why are social media ascendant right now? Because for all forms of communication, the rules of engagement have changed. Regardless of where you sit — at the head of a media company, a marketing agency or a small business—it’s no longer about broadcasting your message to a presumably passive audience. Rather, it’s about fostering communities, enabling connections and joining conversations.

Social media are free tools at your disposal to help you do that. So what does this mean in practical terms? Should you to ditch your brochures for a Facebook page? Absolutely not. Social media help you amplify your message by catalyzing and nurturing relationships with prospective and current clients. They shouldn’t be the only tool in your belt, but they should be part of your overall marketing mix.

Getting Started

Of the many social media platforms available right now, I’ll focus on today’s big three, LinkedIn, Facebook and Twitter, as these offer vast networks savvy businesspeople can tap. Which one is right for your company? To me, that’s like asking the question, should I go into the office today, or the cocktail hour, or the backyard barbecue? The answer, obviously, is that you can do all three. But you’ll come to each with a different mindset and M.O.

LinkedIn is the office — a place where you can interact professionally with prospective and current clients and colleagues. Use it to establish yourself as an expert: Search LinkedIn groups to find those relevant to you (or create your own); join the groups; and create and participate in discussions, using each opportunity to establish your expertise. Also use it to catalyze and nurture relationships—add people you meet at networking events, those you work with currently and those you meet through LinkedIn conversations.

Facebook is the barbecue — a less formal space for interacting with clients and partners. Create an account for your company and use it to showcase your work by posting photos and video. Contacts can then comment on and share your work (i.e., your creativity and expertise) with their networks. Congratulations, you now have other people evangelizing your brand to relevant networks of people — all for nothing more than your time. I also recommend creating a “professional” Facebook account separate from your “personal” one, so you connect more casually with colleagues and clients without bringing them too close into your non-work life.

Twitter is the networking reception — albeit one that takes place all day, every day, all over the world. Its tremendous popularity results from the fact that it offers an unparalleled opportunity to establish relationships with people you never would have met otherwise. Additionally, you can find new resources and ideas, establish yourself as an expert, monitor what others are saying about your company and get press coverage. And for a limited time, just being a caterer on Twitter will instantly brand you as a forward-thinking, savvy, resourceful business partner, as the catering community is still in the early adoption phase.

The best way to learn is to try. And don’t worry, despite what people will tell you, Twitter is not as intuitive as other social media, so it’s not just you! Establish an account and start following people who interest you by collecting the Twitter names of current contacts or going to www.search.twitter.com and searching for “catering” or “food trends,” etc., to find out who’s talking about relevant topics. Just listen at first (read others’ tweets), and start responding when you have something to say — just as you would at a networking event.

After a certain amount of this, you’ll inevitably ask whether all this time spent tweeting is actually accomplishing anything. Here’s my answer: You don’t expect to walk away from a networking event with $10,000 in new business in your pocket, and it’s the same with Twitter. As with LinkedIn and Facebook, you use it to catalyze and nurture new relationships with people you never would have met otherwise. When the timing is right, you’ll be able to capitalize on those connections. Whatever platform you choose — LinkedIn, Facebook or Twitter — remember, it’s all about establishing your expertise and catalyzing and nurturing relationships. Join the conversation.

Rachel Globus is the editor-in-chief and education director of Event Solutions magazine, conference and tradeshow. She speaks often to professional groups about the benefits of social media. Follow her on Twitter: @rachelES, contact her on Facebook: www.facebook.com/mediajunkette or by e-mail: rachel {at} event-solutions(.)com

Online Chat Opportunities!
The ICA has created an online chatting opportunity through www.ning.com, a social network site that allows users to create their own chats. “Think of it as a closed loop Facebook,” says Rick Kerzner, an ICA director and owner of Emily’s Catering Group. Access to www.internationalcaterersassociation.ning.com/ is available by invitation through ICA’s Executive Director Christine Emerson at zzz {at} icacater(.)org or Kerzner at rick {at} emilyscater(.)com

Do you Tweet?

You can also join into an open conversation with ICA and non-ICA caterers at #caterchat every Wednesday at 6PM (pst) on Twitter. Topics are tweeted by #caterchat during the week along with links that will help you get started.

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