The point of social networking, says Samuelson, as well as marketing experts who study the subject, isn’t necessarily to generate business directly, but to establish a dialogue with consumers in the virtual world.

It is not a place to advertise but, rather, to engage so that if consumers do visit a store that has a Facebook page or followers on Twitter, they feel like they already have a relationship with the owner.

“That main thing and the most important thing about Facebook and Twitter and all these things is that your customers see you as a real person,” Samuelson says. “Even though you’re the CEO of a jewelry store, you’re not just the guy behind the counter. I think that it is really important today, and customers see that from you. This way, people feel like they know you.”

Ron Samuelson is an active participant in many online communities, including but not limited to Facebook, Twitter, LinkedIn and MySpace, and maintains his own blog, Ramble On Ron. He has been featured in a number of videos which are available through YouTube.

The original article is available here: “National Jeweler – How to make social networking work for you“