1. Ambassador

The holy grail of networking has taken a leap forward with social media. Traditional forms of networking - attending conferences, breakfast briefings, industry association meetings are recognised throughout business as opportunities for ambassadorship. But, online a social media specialist is an ambassador of their organisation at a virtual mixer. In the course of online conversations they can drop their 'virtual business card' in the form of a URL throughout the global social media world.

2. Focus Group Leader

Gone are the days of 'we impart the message and you listen'. Social Media specialists invite analysis of their products or services, whether B2B or B2C. When customers feel involved they are more likely to become an extension of the organisation by commenting and sharing the aspects they like. Viral marketing, such as the recent VW The Fun Theory on YouTube, which had achieved over 1million views last time I looked, is with us. What are others saying about a product - what works and what doesn't?

3. Customer Support Representative

Social media presents an opportunity to improve customer relations. Customers who were in the majority of non-complainers or non-responders via e-mail or telephone may well feel more at ease posting a Twitter in 140 words in an open, on-line environment.

By applying old marketing rules (release a piece of PR or a statement) to a new technological environment the full impact of change is missed. The biggest change is not the technology itself but the expectations of the consumer.

Here at Media Proof we are working hard on the metrics which will give you the tools you need to make informed strategic decisions within your social media policy. By being aware of the three important roles your presence in social media plays you can embrace and enjoy the benefits of the new technology.