Improving the digital effort for ‘business’ brands means turning to social media to hear directly from customers.   

Businesses are increasingly using social media websites such as Facebook and Twitter in their online marketing strategies to market and advertise their products and services.

The 2009 Social Media Survey Report from Econsultancy and bigmouthmedia showed that 64% of companies surveyed had experimented with social media and 26% are heavily involved.

 Just 10% of respondents were not using any type of social media at all, despite finding that social media can improve customer engagement – according to 73% of respondents.

Businesses are finally seeing the benefits arising from what is being dubbed as a ‘new-age’ approach.

Use of social media sites such as Twitter, Facebook and blogs are also being incorporated into more and more public relations strategies used by many small businesses to attract new customers.

Israr Sarwar, operations director at internet marketing agency Adrac, said: “The Adrac team realised the potential of social media in the early stages of the concept. Engaging with social target groups during business and product development can allow companies to robustly test and operate new technologies with a constant stream of ideas and feedback.

“Direct response and brand building campaigns have been successfully executed through the use of this subtle approach to advertising that doesn’t intimidate the user, but acts more as an introduction service.”

The popularity of social media sites such as Twitter and Facebook means businesses have an easy way in to get there brands and products out there while engaging with customers and hopefully attracting new ones.

However, it’s not always an easy step for everyone to take so here are some tips from social media experts Mashable:

Step 1: Build a reputation of expertise

If a potential customer comes to your company’s website and sees an active blog with insightful posts on how your company’s product helps customers, reads detailed posts demonstrating your company’s knowledge, and comes across a few case studies, they’re going to be far more inclined to come to you for their needs. Social media provides an outlet for displaying who you and your company are. Talking about your industry in an intelligent way via Twitter and a regularly-updated blog can raise your company’s profile and brand it as a thought leader and expert in its specific business area.

Step 2: Research your customers

Everyone thinks of social media as a communication tool, but not enough people think of it as a research tool. With the ridiculous amount of data produced every day on social networks, blogs, and in conversations, it should be apparent that you can learn tidbits or spot major trends by tracking the social universe. Know what your customers are saying and track industry trends.

Step 3: Ramp up your networking

If you are competing with another company to land a big deal, it always helps to have connections and friendships within the company you’re trying to woo. You should always be networking, because you never know when a contact can become your advocate or even the decision-maker. And that’s where social media can help. There are a lot of things you can do to get started on the networking front. They key, though, is that you have to reach out.

Step 4: Learn from others

In the end, you want to come out sharper, more knowledgeable, and better prepared than your competitors. It doesn’t matter if you have 60 or 600,000 customers, and it does not matter whether or not you sell to general consumers or Fortune 500 companies. Almost everyone is using or tracking social media and it provides you a prime opportunity to make you and your business a leader rather than a follower.

- Seek out blogs and publications in your industry and subscribe via RSS

- Network with relevant experts, including those who may only be partially related

- Follow the insights of business leaders on Twitter

- Connect with those who comment on your own blog

- Make yourself very easy to find on the web – if people search for your name or your business, you should be at the top of Google’s results. Building a blog, using a Twitter, and creating a decent corporate website always helps

- Keep an open mind.