The term Social Media for many businesses still conjures up images staff clocking up hours on Facebook in worktime. But for any organisation that sells expertise, whether through services or in the form of unique or specialised products, using new on line social media tools as part of your marketing programme now needs serious consideration.

The extra-ordinary growth of internet and mobile technology usage in the home and in business would be enough in itself to make this a pressing issue. But add to that the fact much of the technology has been developed for self-use by consumers, and so is comparatively low cost, means that under-pressure marketing budgets can also go much further.

Social media is all about sharing information with other people, making it ideal for professionals. The term refers to a basket of different tools, but in a business context, these essentially perform three functions:
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