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Many UK businesses have failed to grasp the importance of social networking, seeing it only as a passing fad, with sites such as Facebook, Myspace, Bebo reportedly eating into employees’ productivity as non work-related photos, gossip etc are shared.

However, these types of activities are only one side of social networks, and as many successful businesses have come to realise, online social networks can be the hubs for the application of far more effective business practices than in the past, including marketing. At the heart of this is the fact that business is a social activity, and those involved in business are social animals, seeking to belong to communities of interest and practice, as well as geographic communities. We see examples of this traditionally in industry bodies, chambers of commerce, and trade organisations but now, with social networks, the customers can join too.

Tagging documents with keywords, particularly in academia, has been around for generations, and has become mainstream on the internet in the past few years, especially with the introduction of social tagging or bookmarking, with the likes of del.icio.us.

Tags are words which allow classification of information, not just by subject, but far more deeply, and the Internet has allowed a free form of tagging to develop, not using a list of permitted terms, but allowing users to add their own tags. This means that a wide variety of tags may be used to describe one particular idea or even an image, which has both pros and cons.

Take a quick look at your website now and see whether you have been neglecting your updates - what is the most recent date in your news section, or the last article you postede If it is older than 2 months, then you need to update sooner rather than later.

If you want to put news on your site, make sure that you have the resources to keep it up to date and fresh. Many small businesses have websites which are difficult to update in-house, especially where there is a lack of IT knowledge or web wise employees. However, help is at hand for easy updates with the likes of Blogger and similar tools that allow you to type in content and be immediately visible to your visitors. This saves paying a website designer each time you want to add a snippet of information.

The advent of online communities and the huge amount of information now available through the Internet has led to the enablement of the consumer, and the development of the prosumer. No longer is the customer an easy horse to lead to water. Customers have become proactive in how and where to spend their money, often researching many different aspects of a product before making that final purchase decision.

Customers now have a far wider choice in suppliers because of websites and e-commerce, and can also look at reviews of products, compare prices, and find out from other prosumers all about the company; for instance, whether the after sales experience is good, bad or indifferent when something goes wrong.

Every business has within it a wealth of knowledge and experience that could benefit others. Whether this is how to use your products efficiently and effectively (eg a user’s manual), or lessons learnt starting and expanding your business, it is likely that you are sitting on a potential source of revenue.

Additionally, there may be frequently asked questions about your products and business that are time-consuming to answer, or additional material that you would be willing to make available to your customers, but that you are unwilling to share for free.

Website promotion should be viewed as a steady, ongoing process. Most systems that promise hordes of instant visitors are gimmicks, and continual passive traffic generally occurs only after substantial groundwork has been laid.

So the ideal approach to generating adequate traffic for your Web presence is a sustained, well-balanced effort. It is ideal to set aside a specific amount of time per week, and/or a predetermined advertising budget per month, to apply toward your promotions.

Before you even launch your site, I recommend creating a basic plan for your initial and long-term traffic campaigns. This will give you a solid frame of reference and allow you to remain focused and productive.

Whichever you are considering, before planning a Web PR strategy, it is always advisable to take a long hard look at your website and check that it is working. Not just for the search engines, who you are likely to harness in your campaign, but also for your users, and for you.

Check all areas of your site for search engine optimisation, clear text, working graphics, easy to find contact details, ease of navigation, and most importantly, if you have a shopping basket or e-commerce system, make sure that it works.

RSS is a method for automatically syndicating content. RSS feeds allow anyone interested in a site\’s content to easily collect the latest updates without needing to revisit the website. It is a page specifically created to be read by computers rather than people, and it gathers the headlines, audio, video and links from the page into a tool called an RSS Reader.

RSS offers an easy means of getting up to date information in front of those who have already expressed an interest in your products, services, content, bringing return visitors to your site, as well as reaching a wider audience through third party websites. It can reduce administration, in that a job only need be done once

The choice is yours, time or money. If you are serious about building a successful web presence you will either have to invest your time or your money. We are often faced with people that want to have more success on the web.

They tell us, all this technology stuff doesn\’t make any sense to me. They may ask you a question about a certain topic. If they don\’t understand ten seconds into your explanation, they give up.

Unless you are ready to dedicate your time to learn at least some of the most basic aspects of making money online, you can\’t expect to succeed on the web.