I have used many social media sites as marketing tools for my business/organization.
If you have not discovered the great resources of the new media world, here are some to check out to grow your business, build your brand identity, and develop a larger following.
Check out Ning, Facebook, Twitter, Biznik, and Utterli.
Apply similar strategies for all of the web sites, but try to tailor your message according to each site's main "feel".
On Twitter, seek to encourage, uplift, inform, and drive traffic to your radio show, blog or website when appropriate.
Also, aim to make strategic connections with other Twitterers.
For Facebook, try to be a bit more personal, while still informing people about what your organization is up to.
Use Utterli to create audio and video players that you can use on your website.
With Ning, create a couple communities and join several yourself.
Use Ning mostly to develop a sense of community.
In order to use social media network sites to your greatest advantage, you should develop a social media plan.
Include daily tweets, weekly Facebook and LinkedIn updates as well as a daily or weekly blog posting.
Approach social media as a way to engage new customers, attract press attention and keep in touch with current customers.
Make your online business profile lend itself to social networking.
You can always tweet about new books, books your reading, your industry, trends, etc.
The idea is to be informative while still getting your name and service out there.
By the way, do you want to learn more about New Media strategies?