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One key reason companies fail in social media is because they don't know where their audience is. Too many times, overexcited CEOs, CMOs, and business owners see the latest and greatest social media tools talked about on the cable news channels and think, "we have to be there."

That kind of thinking and knee-jerk reaction can be a detriment to a business of any size. Social media isn't about the latest bleeding edge tools or sites. It's about starting conversations that lead to building relationships, and eventually conversions.

To successfully start building those conversations, you actually have to know where your core audience is in social media. Just because Oprah joined Twitter doesn't mean that Twitter is where your audience will be spending time.

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Secrets of Social Media Marketing

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If you're new here, and interested in using social media in the legal profession, you may want to subscribe to the RSS feed or follow me on Twitter @Rex7.

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Five factors to consider when using online video advertising and five metrics to measure success.

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