We all have those whom we hold in high esteem. Whether it's a professor, a mentor, or a spiritual leader, someone has influenced us enough along our path that places them above others among people we respect.

In the Social Media realm, one of the people I hold in high regard is Olivier Blanchard. He's the Principal at BrandBuilder Marketing, a Greenville-based Brand Consulting and Marketing Management firm.  I read his blog on a regular basis because I'm constantly learning from him. He also helps me to remember to keep moving forward in my endeavors, Olivier is very motivating.

Recently, I've had a few emails about my column from businesses needing advice on how to start working Social Media into their current advertising and marketing strategies. Some of the questions about Social Media are understandable, especially from business owners who are still mastering the launch of a website and email marketing. I thought I'd address some of the questions and misconceptions about Social Media in this article. I'm hopeful that I'll clear some things up and perhaps, help some of you get started on your own SM campaigns!

1. Will Social Media work for my company?

Absolutely! There is no selection process as to which types of companies SM works for or doesn't work for. Keep in mind it is like anything in life, you get out of it what you put into it. Social Media is just one of the many sets of tools available to bring about public awareness and brand recognition for your company. Your only constraints are budgetary…see, it's not really FREE. It costs time, thought and creativity, as well as the an underlying ability to stick with it.

2. We'll have no control over a Social Media campaign, the public will take over our image.

Wrong! Do you really think that because you start a Facebook page for your company that your input will get washed away in the comments? You will now have the ability to LISTEN and RESPOND at an even better rate than you did with phone calls or emails. Instead of dealing with someone in your face or in your ear disgruntled with a failed service or product, you'll have the opportunity to publicly make it right! You'll be able to really hear what is being said, think carefully, apologize, and respond in a way that satisfies not only the upset patron but also the potential, future customers who are also paying attention. When current customers who have had the same problem see how you've addressed an issue, you'll be able to set up a system of recall if needed.  As Olivier Blanchard points out, by entering into Social Media, you gain an understanding of how others outside your organization feel about your company. This gives you even greater control over your image. I suggest that you allow others to post their thoughts without deleting them. Even negative or stupid comments can be addressed with a polite response from a company representative. Of course, anything offensive should be erased and posted as having been deleted for that purpose.

3. Social Media is just Twitter and Facebook and they'll burn out like Myspace.

Wrong! These are just the tools of Social Media. The platforms of Facebook and Twitter may change over time like Myspace did but Social Media itself is not going to burn out and fade away. In fact, Olivier Blanchard wisely says, the only way Social Media is going away, is if people stop doing two things: talking to each other and using their technology,  especially their portable technology.  

Remember when the cell phone was thought to be a fad? If you're too young to remember that, then you probably don't remember when it was thought that home computers would never come about either. Regardless of your age, or what you think of technology, don't get caught in the trap of thinking Social Media is a fad. It's no more of a fad than email, downloading music, or YouTube.

Without an effective Social Media campaign, your company is missing out on effective communication between you and your audience. Take a look at some great users like Rubbermaid, Fiskars, Toys-R-Us, and Coke. Then, think of how it can work for you!

Wendy D. Wells is President of WD Wells Writing and Editing, LLC

She is a Charlotte, NC based, Telecommuting Copywriter, Professional Blogger and Editor. Follow me on Twitter! @WendyWells

wwells@wendywellswrites.com