There are hundreds of social media sites, with more being born every day. The changing nature of online technologies means a new tool may already be popular since the writing of this article! It is hard to say what will happen next because no one can plan or regulate social media. However, there are three places that every business should explore using today: LinkedIn, Twitter and Facebook.

LinkedIn

LinkedIn is a social networking tool for professionals. Some businesses today are training their employees to use LinkedIn to increase their personal networks and business opportunities. It is the “new rolodex,” helping professionals stay connected as people move from job to job. It’s also a great way to connect with others to ask questions and advice, poll your target audience, share your experiences and post news about your business or industry.

Have a business meeting with people you’ve never met? Search for their name on LinkedIn to learn about that person and be better prepared for the meeting.

Looking to hire someone? Search your network for people that fit the experience and background you need. Read recommendations posted by others to learn about their capabilities and personal qualities.

Twitter

Twitter is a microblogging site that allows users to post messages of 140 characters in length. These shorts messages, called Tweets, are sent by millions of people every day to share, explore and connect with others. Businesses are joining Twitter because it is an effective tool to promote, educate, connect, network and respond. From mom-and-pop stores to Fortune 500 companies, the interactions through Twitter are becoming enormously useful for businesses.

Examples of businesses using Twitter:

• Comcast uses Twitter as an extremely effective customer service tool and has increased customer satisfaction (http://twitter.com/comcastcares)
• JetBlue uses Twitter to provide news, tips and information related to air travel, such as weather reports and airport closings (http://twitter.com/JETBLUE) 
• Zappos uses Twitter to recruit new talent (http://twitter.com/zappos and http://twitter.zappos.com/employees)  
• Blip.tv uses Twitter to gather real-time market intelligence and feedback to fix technical problems (http://twitter.com/blipTV)

Facebook

Facebook’s popularity (over 250 million active users) and wide usage (the fastest growing demographic is 35 and older) provides businesses an opportunity to connect with consumers through conversations that are already happening. It’s the old saying, “Go where your customers are!” As Facebook users discuss their favorite restaurants, coffee, musicians, movies and brands, businesses have an opportunity to participate. However, this is not the place to post your advertising. Businesses that throw message after message at potential customers will be reported for spamming. Businesses must focus on content marketing that is creative and engages users.

Examples of businesses using Facebook:

• Hubspot provides tips and tools for businesses (www.facebook.com/hubspot) 
• AT&T runs contests, provides news and education tools, and promotes businesses with a Video Profile of the Week (http://www.facebook.com/ATT) 
• Kodak provides a place for fans to share photos and talk about Kodak products (http://www.facebook.com/kodak) 
• iTunes and Apple run contests, give discounts to fans and provide product information (http://www.facebook.com/iTunes)