18.1. Social Networking

If you're promoting anything, take advantage of online social networks.

The idea behind social networking for marketing is gathering an audience. You need to create lists of people who are interested in what you have to say, and you need to communicate with those people regularly on their preferred platform. This may include gaining followers on Twitter, friends and fans in Facebook, subscribers to your blog RSS feed, or subscribers to your e-mail newsletter. Building an audience of active listeners allows you to establish relationships with your customers and potential customers. It's a bit like rounding up all your warm leads and keeping in constant contact with them. When you have an audience you don't have to market to uninterested people. Instead you can market to your audience, who has invited you to keep them informed about your product.