It’s very common for me to have a conversation with a potential client that starts something like this:

“I know I should be on social media; I keep hearing that. But I don’t get it. What can I use it for?”

Let’s start with how you do business already– there’s no need to totally reinvent the wheel.

1. Host a town meeting or focus group– via UStream, Twitter or another chat service.
2. Host an educational seminar (in this case, a webinar)– use UStream, GoToMeeting, or another service.
3. Publish educational content– via a blog (WordPress, Blogger, Facebook or another platform) or as multimedia (on YouTube, SlideShare, etc.)
4. Provide top-notch customer service through Twitter, Facebook, or any number of forum or chat platforms.
5. Send a newsletter– use ConstantContact, Emma, or the bevy of other products available. (By permission only, please!)
6. Distribute informative literature by posting it on your website, Facebook fan page, or other platform.
7. Send invitations or spread the word about events– store openings, special sales, educational seminars, campaign rallies, whatever! Use MeetUp, Facebook, Evite, or a range of other options.
8. Distribute coupons, discount codes, or event tickets individually via email or generally to online fans/followers.
9. Organize volunteers to political events, community service opportunities, or other causes (MeetUp, Facebook, Evite, etc.).
10. Make announcements or distribute press releases. You can do this through regular communications on platforms like Facebook and Twitter, on a section of your website, or officially either through direct communication with reporters or by using a service like PitchEngine.)

(PS – This video on the social media revolution is worth seeing.)