For those that are tired or frustrated with the conversation: It's tiring for because you may already see the value and wonder why others don't. It's understandable, but try to see it from the non-techie view of management/staff/executive. They are so busy running the day to day that its hard to keep up with new ways to market and particularly technology. It takes time to use or be involved in online networks as well as learn how how to be a part of them so that they benefit your bottom dollar. Therefore, because they're so busy, it may require additional staff or hiring third party vendors to do it for them. Well, these non-techie community marketers need to explain to the people who cut the checks, why they need to spend this additional money. It's a hard sell when you don't really know what it does or how to use it but everyone is telling you you're missing the boat. We as vendors have to do a better job of understanding their limitations and helping them see the value in Social Media, Internet Marketing, etc., so that they can start benefitting from them.
Fot those that don't quite see the value yet: Check out the YouTube video from Socialnomics called Social Media Revolution. You'll get a good idea of the importance. Also, social media is not only about networking, its about web presence. You (your community or company) want to be in as many places as possible. That being said, everywhere you are you need to be communicating quality content that the reader/user wants to read. Quality content in more places = more customers. This works two fold. First you have more places you are now participating in, but you also create links back to your community or company website. This is a totally different topic (web presence), but within the realm of social media. However, in short, more links from other outside sources like social media sites or blogs back to your site give your website more authority. This helps your Offsite SEO, which helps your community's website get closer to be found by others when searching on google. Over simplified, but wanted to throw in there that Social Media is much more than FaceBook and the like. And it's not about offering your product but about Quality Content (eg. How to Save on Your Utility Bills). For those that are still on the upward battle of the Social Media learning curve, try reading 1. Socialnomics, by Erik Qualman and Social Media 101, by Chris Brogan. These will help you get started. Good luck and please let me know if this helps.
Chris Perez
ReachLocal - Internet Marketing Consultant
Please note, the postings of opinions on this site are my own and do not necessarily reflect those of ReachLocal, Inc., its management, employees, clients or publishers.