According to a report from Pew Internet & American Life Project (1/14/09), 35% of adults now have a profile on at least one social networking website. The growth of such social platforms as Facebook, Twitter and LinkedIn are astounding and show no signs of slowing, especially in this economy where companies are cutting back on traditional mediums and looking online for cost-effective alternatives.

Here are a few major factors to think about. Social media websites (blogs, forums, Facebook, LinkedIn, etc.) are built specifically to enable users to interact. Instead of coffee-shop conversations, people are talking about everything online. From the mundane (what they ate for breakfast), to the more substantive (“I was just in a car accident! Can anyone recommend a good chiropractor?”); opportunities abound for those who are listening.

Depending on your industry, company, product and service, casting your fishing poles into targeted social networking ponds could get you some serious bites. In this case, your “bait” should be genuine participation in conversations and adding value through objective assistance. This approach generates a natural trust between you and other members, which typically leads to soft-selling opportunities as members dig deeper into your professional offerings (a.k.a. quality traffic to your website or blog).

Traditionally, three key elements of successful selling are building relationships, keeping your activity level up and “timing is everything”. Social networking is no different. The more you genuinely participate and keep yourself and your products and services top-of-mind, the better your chances of being there when the need for your product/service arises.