Location, location, location.

Many companies are still very unsure of how to effectively use social media to target their audience. With the constantly changing viral world, it's important to not lose sight of your company's objectives and goals. Every social media site cannot be used to effectively reach your audience unless your audience is literally everyone. It's all about location.

From blogging to YouTube, there are many ways to communicate with your consumers. The key is to find where your consumers already are. Social media is truly a way to enhance the two-way communication, but you need to find the right location before you join the discussion.

So when I talk about "joining the discussion" I mean just that. Every social media site out there has a different discussion about different industries. Think of what your company has to offer and make that the topic of your discussion. But also listen to your consumers to and reflect upon what they want. Think about a discussion with your friends. You may talk some, but you spend a lot of time listening, too.

Just remember, it's about the location. Find the consumers and find the discussion. Join the discussion on the same level as the consumers. Give advice, but take it, too.