Putting an ad on a billboard, on TV, or in print media can give your brand great exposure to a large market. But how much does that market actually trust your ad and its message? Yes, it matters how you’re getting your message across, but it also matters who is communicating to others about your brand – and what is being said.

According to a poll conducted last year by The Nielsen Company, consumers are more likely to trust consumer reviews that were posted online or opinions in a blog over traditional advertising ( i.e. TV, radio, billboard, and print ads). This means that even if you spend a large sum of money on a TV commercial to promote your company’s great customer service, the average consumer is more likely to trust a negative review online from an anonymous blogger than your pricey, creative commercial.

So what’s the solution? If you can’t beat it, join it – social media, that is. Nielsen reports that globally, time spent on social media sites has increased by 82% since last year. With this intense increase, it’s vital to make sure your company is taking advantage of all that social media has to offer.  By doing this, not only can you increase awareness of your brand, but you can also keep track of what others have to say about it. Look at it as another platform for you to get your desired message to an even larger audience.

Does it seem overwhelming? Or are you unsure of how to effectively break into the market? Thankfully, there are social media solutions to help you by creating a strategic plan that identifies the course of action, goals and outcomes for your company’s social media return on investment. But whether you try it on your own or need some advice, social media is a must!

Not long ago, a client came and asked if we could “help her business go viral” by launching social media for her company.

In her mind, she was envisioning a world where she could start a Facebook Fan page and post a few Tweets, and immediately her audience would flock to her website.

While it would be great if it really did work that way, it took awhile to explain to her that “build it and they will come” might work in Hollywood, but it doesn’t work on the social web.

Success with social media is inextricably linked to your entire marketing plan.  “Integrating social media into search and PR are the two most obvious and proven success tactics in the industry,” says Aaron Kahlow of ClickZ.  “Integrate social and see the results.  Let it stand alone and you may be in for a rude awakening.”

We are past the point of wondering whether social media is something we should participate in; it’s not an “if” but a “when and how” question for any business who wants to thrive over the coming years.

One of the main reasons for that is Social Search – that is, where conversations taking place on social media sites become a part of the search engine result listings – otherwise known as “real time search.”  (Learn more about how social media helps your search results).

Too often, business owners tell me that they aren’t experiencing a return on their investment of time with social media.  When you approach social media with a strategy, and integrate it into your overall marketing plan, you’ll begin to leverage your efforts and see bottom-line results.