Tourism offices and mommy bloggers may Social Media leaders by accident.

Social media, networking and permission marketing are not just names but definitions. To participate at a business level it is critical to understand what these words mean. Expertise is scarce and charlatans are everywhere. If you want to engage total strangers for profit you better figure this out.

Watch Chris Brogan, and other gurus of social media, they universally admit they are learning. Spamming and frequency or bombarding you with ads or mail doesn't work. Old media is dying. My own local newspaper has gone from 900 employees to less than 300 in three years. Five local magazines have gone out of business in 7 months. Ramming sales through your door with mass marketing is so over.

Permission marketing is different. Take a look at Mommy bloggers and destination marketing organizations. Neither industry is sales driven or technical. I believe this gives them an enormous advantage. In my opinion a terrible blogger from these industries is often much better than a professional from others. Skilled participants like Visit Tampa Bay are producing profits for their partners.

I network with about 1500 hotels and destination offices on several platforms. The differences in their communications are stark. Hotels typically broadcast rate specials day in and day out. I don't know why they or perhaps you, think we care.  Slick insincere advertising copy writers need not apply. Show us something we enjoy or need and say it like you mean it. Relationship building online requires frequency, accuracy and heart.

Whoever works on your social media will learn much from  mommy blogs or your local tourism office. You'll find all communications gentle opportunities not screaming commercials. Model your social media dialog after these industries. You'll build better and faster networks this way. Of course you can sell online but your approach must be more of a pull than a push.

There are salesmen and computer people who are excellent social media professionals. More are neophytes with little experience. If your thinking about hiring one I suggest you look at their own personal and professional social media commitment. On the job training is too expensive. If they don't have any network followers, contacts AND (not or) friends of their own, don't hire them.   That's the beauty of SM everything is out in the open.

 No matter who brings you into this raging river of communication called social media, sooner is better. Email usage is leveling off as social media gains popularity. Young people don't email much; they are our very predictable future. They are also intolerant of sales pitches and robotic techno speak.

I think mommy blogs and destination sites do well because they don't really have products. Moms give help to their connections. Destinations offer fun activities not cheap hotel rooms. Study their subtle presentation method and communication techniques.

In the end, you need to be my friend if you want to do business. Mommy Bloggers and destination marketing people are great friend makers. Watch and learn...