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Ten years ago, if you wanted to reach out to your customers and spread the word about a new product or service, you had to do so through paid advertising, email newsletters, or updating your website and hoping that eventually enough of your customers would check and see the news.

Information management and distribution has changed dramatically with the advent of social networking. Facebook, Twitter, Google+, and emerging networks like Pinterest have all but replaced many people's home page as their primary source of information.

Can Social Media Really Improve Traffic?

The Social Media Examiner recently published a report including studies involving 3,000 professional marketers that gave startling insight in just how important social media is to modern marketing strategies.

Wishpond put much of this information together in a useful infographic. Here are some of the details found in the report.

• 95% of all marketers who have been employing social media for two years or longer report it generates exposure for their business.
• 78% of participants reported an increase in traffic with as little as six hours of effort per week.
• Nearly half of all marketers spending six or more hours per week reported reduced marketing expenses.
• 68%+ of those with at least one year of experience found social platforms provided marketplace insight.
• 71% of B2C marketers were likely to develop a loyal fan base through social media.

Can Social Media Replace Your Website?

Not at all. Your website is still very important. While these networks excel at delivering short-form content in the form of status updates, images, and private messages, your website remains a key hub for more long-form information. It is your storefront, your base of online operations, and the one place you have absolute control over how your information is presented.

Think of a social network as the hallway in a conference. This is where you go to shake hands and make connections. You rarely have enough time between talks to really have an extended conversation with any one individual, but you can certainly make an impression.

Your website is the keynote of that conference. It is where you can present the best possible case for your business, and explain (in greater detail) what you have to offer. Like any good conference, it's the combination of hallway interaction and good talks that makes the trip worth taking.

Social media gives you the ability to establish connections, build relationships, and make a good first impression. Through good practices such as positive community engagement, you can create a more loyal and active fan base for your brand.

What are Good Social Media Practices?

You could write an entire book on social media practices (and there are hundreds out there), but these recommendations are constantly evolving. There are a handful of suggestions that have proven evergreen. Here are some of these general tips:

• Be Engaging: Reach out to customers (and non-customers). Ask questions, encourage feedback, and don't be afraid of a little adversity. Your customers will appreciate a brand backed by real people that care enough to make those connections.
• Be Open: A little glimpse behind the curtain goes a long way towards making a connection with your audience. People want to feel as though they're seeing more than an advertisement when they read your updates.
• Be Thankful: Social media makes it possible to say thank you to your customers in a way that is far more engaging than a pre-written email response. Be direct and don't be afraid to express appreciation for feedback, compliments, and any questions that you receive. Your customers are your greatest source of information.
• Be Consistent: It's one thing to run a successful marketing campaign. It's something entirely different to take that momentum and turn it into a thriving community of active participants. Whatever you decide to do, be consistent and keep the pace.

If you think of networks like Twitter and Facebook as local communities, you will be far more likely to succeed. Generate interest in your brand through engagement and good practices, and traffic will follow.

Photo by: Buddawiggi