A regular request from people who I have been building websites for is to 'put a Twitter and a Facebook' link on their website.

[photo credit - webtreats on Flickr]

When I ask these clients for their Twitter and Facebook profiles, I find out that they either don't exist, or I get the request: 'please set one up for me'. Some clients do have a Facebook page or Twitter profile, but there is pretty much nothing going on there.

So what's my advice?  Don't do it. Just. Yet.

It is like inviting people to a party, but when they arrive there is no one there - just you - putting up a few balloons. Its a premature invitation.

Just having links which take your guests and prospects to no activity in another space, not only draws their attention away from your website, but it does not give a good impression (you only get one chance to make a good first impression).

So if this is your first website, get that finished properly first before you start thinking about other spaces. It is not difficult or expensive to add those social buttons later.

If you have an existing brand and website, by all means start to create and use your social profiles. THEN place the links on your website - once there is something to invite people to.

You also need to decide which social media presence you should devote time to. Go to where your prospects hang out. 

There is no point devoting time to a Facebook page if your prospects interact on LinkedIn.

If you don't intend to devote time to social media at this time, its fine - you can't do everything at once. Resist the pressure to put those icons up. Be honest with yourself and put it into your marketing plan for when you are realistically able to devote time to it. 

Put your energy into other things which don't require constant effort and interaction that social media does, such as ensuring you have your business listing up in directories and in particular your Google Places listing. This one action will make a huge difference in you being found by others who are searching for you. But more about that another time.

So 'fess up. Have you been seduced by the need to have those cute little icons? Tell us your story ...

If you have been thinking about connecting genuinely with your customer base, writing a blog, or making better use of your "social media" profiles but have no idea how, consider these three steps which integrate all three. 

In A Nutshell....Create content once.

Re-use it many times. (Its eco-friendly!)

Ok, so this much you already know. But what to write about?

Brainstorm a list of the most common questions you get asked in the course of your day by your clients. This is easily accessible information clearly relevant to your client base. Your clients are asking you about it already!

So start writing these down and don't stop until you have at least 15 questions which your customers ask you on a regular basis.

TIP:  It does not matter if you think these are basic questions!  If your clients knew the answers, they would not be asking you.

Next, start writing a response or information pieces based around an easy question.

You now have the draft content for your first blog post.

Ok, its probably not perfect just yet, but you have made a start. Put it aside to rest for a moment. Come back to it in a day or two. Look at another question and pencil in a response. Leave that for a day or two. Go back to the first one. Review and refine. Do this in rotation until you have one that you are reasonably happy with.

POST IT to your BLOG and feel SMUG.

(Congratulations!)

You may have already belong to number of social networks - Facebook, Twitter, LinkedIn, GooglePlus (and/or some other ones which may be specific to your market). If you are like most people you may be struggling to know what information to put into these networks regularly.

Your newly created blog content is perfect for sharing across your networks. Spend a little time thinking about a headline to introduce your post with. Something to capture the interest to your client base.

Link this directly to your blog post, and you have your first leverage point.

3. Send a summary to your customer database - in your "Blogsletter" **

Once you have had at least 3 blog posts under your belt, you have enough content to warrant sending for your first newsletter. So start to put your Blogsletter together.

Just remember. ** You heard it here first. "The Blogsletter". An email newsletter which is a curated version of your most recent blog posts.

Using content from your own is the perfect way to have something meaningful to communicate to your customers and prospects about.

• You already know these are topics of interest to your clients.
• You have already created content around these topics.
• You have already created some good headlines to grab attention.

So now, you need a brief introduction to go with the headlines and excerpts in your newsletter.

Clients receiving your newsletter will see the main headings, and can click straight through to where your full version of the content lives (on your blog).

Your Adobe Business Catalyst website allows you to integrate these functions seamlessly. Your blog function can be switched on, and your newsletters can be deplyed easily in your e-mail marketing section.

A perfect way to keep in touch, in a meaningful way, with your clients to start with.

Let me know how you go!