choosing the right social media platform for your business

Twitter or Facebook? LinkedIn, Instagram, Foursquare, Tumblr, Pinterest, Google+, or even MySpace?

The options can be overwhelming (don't click here unless you want your head to spin), especially if you don't even recognize a few of the above names, let alone understand what function they serve. So, which one should you choose?

"Fish where the fish are," Ben Lloyd, the president of Amplify Interactive, says. And although he admits that it's not always easy to figure out where your audience already is, he offers some advice to help you identify the social media platform/network that your brand, business or product should be utilizing.

What Is Your Audience Already Using?

You may already have a rough idea, or even the perfect picture, of who your customers are, but what social media are they using?

Begin by simply searching mentions of your brand or business on different social media platforms or use a handy tool like Social Mention, which provides "real-time social media search and analysis." Also, consider your search terms. Think beyond your brand name, because a category or location may be important if you're a restaurant or bar located in a specific part of town. People may not specifically search for your name but they might query "Thai food Portland," Lloyd says.

There are likely people already out there talking about (or mentioning) you!

Lloyd says, "Even if it's not a lot, but just a few times that's probably a strong indication that there's a strategy or audience for you there."

Since they are already there talking, they would likely love it if you joined the conversation. So, how do you do that?

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Learn how to create accounts, interact, build an audience and more on Neighborhood Notes.

how small business owners should be networking

Networking doesn't have to feel like a sale. Or an awkwardly ostentatious forum for egotistical schmoozing and one-upmanship.

Networking should feel more like socializing—finding common interests and then sharing ideas and solutions to problems—especially in Portland's diverse but cooperative small business culture.

So-called networking "events" shouldn't even necessarily be formal affairs or paid conferences, but rather a real, honest encounter where you can develop professional collaboration or even a friendship. And while networking often means breaking out of your shell and putting your best foot forward, many difficult situations in life are also moments of growth and require going outside of your comfort zone.

But, you can use new school, digital means to initiate contact with the groups and individuals you're interested in approaching before tackling the in-person encounter. Many small business education opportunities are also great places for networking, but here are few more ideas to help you find the like minds that surround you in your own city.

Make Internet Friends

Social media networks provide immense opportunities to find others with similar tastes and cultivate online relationships. These relationships don't take much effort and there's no cost.

Social sites like Facebook and LinkedIn have both private and public groups for every field imaginable. Start with an alumni group or widely recognized association or even just search the listings until some piques your interest. A site that's even more specific is Biznik, a community of independent business people, where you can create a profile, add friends, join conversations, and find events to attend.

Then, the interaction is up to you—simply follow along to see what others are talking about or interact, communicating with people without even joining a paid-group and then feeling bad because you never attended any events or mixers.

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Get more networking tips on Neighborhood Notes.