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More from the NYTimes article:
It is not only in digital media that social mediaknow-how is valued. These are skills that areincreasingly valued in many areas of business,including public relations and marketing,technology and software development and management consultancy —to say nothing of entrepreneurs’ using social media channels to promote their start-ups.
Why Is Social Media So Important ToYour Business?
People are looking for experts. Because we can’tbe an expert in everything, we turn to others forhelp and guidance in making numerous decisionson a constant basis. And the internet has given usan amazing avenue to seek out and ﬁnd thesesources of information. From relationships insocial networks, to trusted sites, reviews andratings and search engines, we have access to theright information at our ﬁngertips online.This is a main reason why any internet marketer isin the business of publishing. If you want to reachout and meet new prospects online, then you betterhave something of value to attract them...and it’snot just a product or service. Just as you wouldnever start a conversation with someone new in thereal world with a sales message, it isn’t appropriateonline either.This means that in order to attract people to ourcompany, we need to help them solve an unmetneed through our expertise as it relates to ourbusiness. This can happen through our blogs, postson other blogs, Twitter, Facebook, LinkedIn, etc.And how do we know beyond a shadow of a doubtthat this works? It has been proven time and timeagain, and not just because it is being offered inMBA courses, but because the case studies, thirdparty studies and real life successes have neverbeen stronger.Below is a great example of the indications of whatpeople are looking for on social networks. Theresearch shows the results when comparing thegenres of sites that receive trafﬁc from two socialnetworks. 287,090 impressions were used in thereport, and based on this research, each social sitehas a distinct makeup of users with unique tastes.But both networks clearly show NEWS as the topinterest category.