Some call it social networking. Some call it brand building. I call it internet identification creation.

All businesses want to generate a buzz, one-up the competition and be the captain. Why not chart your own course?! One of the many great things about social media is the fact that it is always changing to suit the needs of everyone engaged. Here’s the thing. It’s not ‘out with the old and in with new’ any longer. We’re embracing the old and watching it work with the new. The key is to understand how this relationship works. Then, ‘plan your work and work your plan.’ I remember my dad saying that to me during a real estate branch meeting.  Understanding the social media channels and their specifics is vital. Otherwise, you certainly won’t be helpful to anyone, especially yourself.  Spend a lot of time on Twitter, Facebook, LinkedIn, YouTube and of course a blogging service (I favor Blogger, personally). I believe blogs and online discussion forums (chat/product review posts) are as important, if not more important, than Twitter. A Forrester Research article about the various channels customers favor when seeking to communicate and connect with their top brands, shows parallel viewpoints.

In order to make your social media plan work for you and/or your business, you must be silent and listen intently and study the responses. Understanding needs, wants, expectations, speech, personalities and behavior are crucial. Knowing how to spark conversations and generate stimulating responses (time is of the essence especially) will engage your audience and create a following.  Consistency is very important. Old news is NO news!

As you utilize video resources (YouTube, video blogs like 12seconds, video chat services like Skype), radio (podcasts, etc.) or if you want to share resources for business or personal reasons (LinkedIn, AgreeADate, etc.), just make sure you record your creations (Retaggr or Zooity) and  try to link all of them.

Finally, move away from your computer or handheld device and hit the pavement for some good old-fashioned networking. Join clubs, help your community and share what you’ve learned. Form relationships by having face to face conversations with others and create a buzz.  Word of mouth marketing is one of the biggest lead generators and it will remain that way.

So, whatever you call it: social networking, brand building or internet identification creation…..just make sure you identify yourself and your business and let EVERYONE know your number.

Most teens have felt secure in having their own social environment without any adult interruptions on Sites like Facebook and MySpace. They go about their day of endless social engagement knowing the adults of the World will not venture into their network. The past few years have been great for them uploading cell videos, talking trash about an “ex” friend and sharing the latest hot spots. But today this has become a false sense of security and it’s developing at an alarming rate. Many teens will remember the day when they received an email that mom requests you as a friend on Facebook.

A recent study by The NPD Group (Port Washington, N.Y.) shows that social networking Sites are now being adopted by baby boomers (aged 44-61). In the study more than 41% of “boomers” have visited social networks such as MySpace or Facebook and 61% have been to Sites with streaming or downloadable video.

Adults have been shifting towards youth-centric places on the Web and finding that there’s many applications for their lives. Marketers need to examine this expanding platform for sharing their client’s goods and services.

BMW (with an average buyer aged at 45) used Facebook earlier this year to promote its new 1-Series. Cartier, the brand known for diamond necklaces and expensive watches created a MySpace page promoting its latest collection. They also aligned with several musicians providing a sensory rich experience.

So what is the older generation doing on social networking Sites? A study by Forrester Research showed that older social networking users are there for different reasons compared to the youth of today. They’re less likely to leave messages or interact with other users. It appears that they’re visiting these Sites for information while younger audiences are there to engage with other members.

So why not have their own social networking Site? We’ll a year ago BOOMj.com was born where flower power meets social networking. Others have more accurately described the Site as MySpace meets Amazon.com for the over 40’s. This unique combination merges the information “Boomers” are interested in with a platform for social exchanges. There’s only one problem, which is with the name “BOOMj”. People over the age of 40 don’t like to be referred to as “Baby Boomers”.

I believe the winning advertisers of the future will be the one’s that successfully fit social networking into their marketing mix. But before I start thinking about some more ideas to market in these environments I’m going to check to see if my mom has a Facebook account.