Social networking is one of the most cost-effective methods of connecting with prospects. However, some of my customers are still hesitant to utilize this tool in their marketing mix for various reasons. Does this describe you? Maybe my tips below will ease your apprehension (or not).

Concerned About the Cost – You can connect with more people for less money using social networking than if you attended a traditional networking event. Remember those fees? (Your first month or meeting may be free, depending on the organization.) All you need for online networking is your computer.

Tip: Join your chosen online networking groups at the free membership level until you can determine which groups reap the most high-quality connections.

Skeptical About Effectiveness - Your time is valuable. You wear many hats as a business owner, and don’t have time to waste. Let me be clear. Social networking is only effective if you’re willing to invest the time. This means that you should set aside time each week to participate and/or write. Be efficient with your time and online techniques so you’re not disappointed with your results, or lack thereof.

Tip: No one really wants to know if you’re “tweeting” or blogging from the local coffee shop. However, customers would like to know about specials, sales, new product information, events, etc. (Read 25 Reason to Tweet for Your Business.) Your main focus should be connecting with prospects and customers to develop online relationships. Whether “tweeting” or blogging, give your connections relevant content so that they’ll come back to your account and/or site. This will help you build your brand recognition and exposure. Make sure to respond to emails, comments or tweets when they land on your site, blog or account. This will also strengthen your brand’s relationship with its audience.

Overwhelmed With Too Many Choices - Don’t know where to begin? I can offer some suggestions on where to start your search. However, I encourage you to conduct your own research and discover what works best for your particular niche in the industry.

Tip: Linkedin has several groups that focus on the pet industry. I would sift through them all, and join the groups that best fit your business objective(s). Biznik is great for solopreneurs with Savor the Success catering towards women-owned businesses. Pet-focused bulletin boards such as Dogster and Catster are a great way to discover what pet parents are looking for in a new product or service. Facebook is also becoming a valuable tool to reach pet parents with powerful new algorithms to connect with marketing segments. Have you created a Facebook fan page for your business yet?

Fear of Doing Something Wrong - We’re all human, and everyone makes mistakes. It’s the only way we learn, and grow as people and business owners. Try to view your “mistakes” as opportunities.

Tip: Post your concerns if you’re worried about making a mistake online. We’re all in this together; it’s why we call it “social” marketing. Other social marketeers are very supportive in helping others learn the etiquette surrounding online networking. And if you come around a sourpuss with unwanted advice, just thank them and move on.

Concerned Privacy and Control - Yes, many of the networking sites have privacy controls that allow you to accept or deny the invitations you receive from others.

Tip: Use your own intuition to determine who is sincere with their invitation and who isn’t. Remember, you want quality connections that will help you meet your social networking and overall business objectives. So, how do you choose who to connect with? The best course of action is to review their profile to determine if they would be a good connection or not. You can also verify references and review their Web site if that makes you more comfortable connecting to their profile. A time-saving measure would be to post in your profile what type of connections and invites you want. And if you receive unwanted invites, then just walk away and don’t accept their invite.

Social marketing can be a great tool in your marketing mix if you’re willing to put in the time and effort. If you’re still not convinced, read Women Entrepreneur’s “Social Media. Worth Your Time”.

About the Author Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over 13 years of design experience with formal education in both graphic design and marketing.