There are two sides to SEO, one of which has only recently become a skill of necessity for marketing managers. The first is typical website optimization through keyword focusing, metadata, and site architecture. But the second is increasingly in demand: Web 2.0 brand management.

SEOs know how important link backs are to the relevancy and popularity of your site. Social networking, blogging, joining Ning.com groups, etc., create those link backs while interacting with your customer at the same time. It’s where marketing meets customer service. (Note: Twitter includes a nofollow command, so you don’t actually get the link value. However, I think traffic to your site is always a good thing.)

A Web 2.0 brand manager also monitors sites like Twitter and Facebook for mentions of his company, intervening if a customer has a question or complaint. It’s faster than calling a 1-800 number and treading through a sea of automation or trying to find the answer online. And it’s meeting your customers where they are-not where you think they should be.

Investing time in Web 2.0 is becoming more and more essential, just as creating a website for your product became almost mandatory 10 years ago.

So how do you get started?

Social networking isn’t just about reaching a completely new audience, although that is one of the great benefits. You might be surprised to find out just who is a member of the fastest growing social media sensation that is Twitter.

It’s not just old boyfriends and younger siblings. It’s clients, coworkers, business association members and, yes, prospects. If you’re having trouble getting inside the mind of that warm lead, why not find him on Twitter?

“Terrible day. Don’t want to talk to anyone,” he Tweets.  Maybe it’s not the best time to call and see if he’s looked at your proposal.

You spend a lot of time going to networking events, industry dinners and seminars hoping to meet prospects or business connections. Look at social networking as just another one of those events.

There are, of course, rules should you foray into the “business?” “personal?” “both?” realm that is Twitter, Facebook, and other social networks.

For one: Don't take the networking out of social networking.

Social networking as a lead generation strategy is great, but it begs the questions: Does it work? Can it convert into sales?

Lead generation is all about spending your time focusing on clients who are ready and willing to buy. That’s not really the case with a broad, shot-in-the-dark approach that many take with social networking. It takes time and effort to constantly update your social networks, and to what end?

On Twitter, it seems like you’re screaming your message in a giant chasm and hoping someone will hear you. Maybe you’ll drive someone to your website or blog. Maybe, if you’re very lucky, you’ll be “retweeted” by a fellow Tweeter with an expansive network.

On Facebook, it’s much the same. You can target certain people by searching out groups that apply to what you’re selling and inviting them to your fan page. But you really know nothing about your prospects other than maybe they have too much time on their hands.

But the problem is in the approach.

You can’t take the networking part out of social networking. If all you’re doing is pushing your product onto an unknown audience, they’ll quickly be turned off, or “un-friend” you. But if you become part of the conversation and offer them something of value, whether it is your blog or simply pointing to an interesting article you read this morning, they’re much more likely trust you and participate.

Of course, as with face-to-face networking, social networking is as much about the relationship and conversation as it is about then leveraging that relationship into something positive for your company. No one wants to do business with an unknown. The more you get your brand out there and form trusting, mutually beneficial relationships, the better.

Social networks simplify and amplify that process.

So here are the action steps your Social Networking plan. Good luck!

Action Steps
The best contacts and resources to help you get it done

Tips & Tactics
Helpful advice for making the most of this Guide

• Be personable. Remember, no one wants to be friends with a billboard.
• Talk back. Join in the conversation. It's not all about you and your product.
• Write about, or post links about, things that are interesting to your industry in general ... not just about your company.
• Especially when microblogging, pay attention to word usage. In a sea of noise, only the interesting headlines are noticed.
• Research keywords. In your blog, use the words that will bring the most organic traffic.
• Be yourself. Even if your avatar is a favicon, you're still a person. Act like one.