Learning the ins and outs of every piece of technology and software that exists is like asking the ocean to slow down. It can't be done. Just when you've learned everything there is to know about Facebook, the rules change. Or you may have spent time creating a wiki and now learn that everyone is on Twitter. How do you keep up? Rather than focusing on how to stop the waves of technology, you'll learn how to surf them.   In addition to talking about what tools you can use right now to make communicating with your customers easier and more efficient, we highlight the core values that are fueling this movement so that you will be confident and able to master new media no matter what new tool comes your way. The road to mastering new media to market your business begins with embracing a new mindset. When Web 2.0 came on the scene it ushered in a new era of transparency, interactivity and enhanced communication. Let's look at each of these concepts to see how they've changed the way business is done.   Transparency The idea of making your life and your business more transparent by revealing information about a wide spectrum of your life to your customers either frightens business owners or exhilarates them. Face it: people like to do business with people, not anonymous entities. And everyone knows of a business that is similar to yours. The difference is YOU. You are the unique selling proposition in your business.   Sharing simple concepts such as why you chose the business you are in can be a powerful connector and make you stand out in today's information overload world. The key is understanding what makes your story unique and endearing without crossing the line of too much information.   A good way to do that is to start small. Release a video about the behind-the-scenes that took place before a product or service launch. Twitter about what you do on the weekend as well as business during the week. Or talk about what inspired you to take your business in one direction versus another. The result is greater connectivity to your customers and a loyal following from people who see you as authentic. Interactivity Once up on a time businesses employed a top down hierarchal approach. Bosses told workers what to do without asking for feedback. Companies offered products without asking customers for input. But this was not sustainable. It's as important to listen to your customers as it is to talk to them. Technology responded by creating blogs and microblogs, which offer unprecedented access to interact and communicate with your customers. But even though this powerful tool is at the fingertips of every business owner, the single biggest fear that stops business owners from using these tools is this question: "What if someone says something bad about my business online?" You have to tackle that fear to be successful.   The truth is that people are talking about your business both on and offline, whether you are engaged with them or not. The difference is that if you master new media, you have an online channel to discuss concerns with your customers, and you have a chance to set things straight. The benefits outweigh the risks. You will learn far more from your customers by listening to them and asking them questions than the possibility of a few unflattering comments. Enhanced Communication Language matters. The shades of nuance between words can offer a whole new approach to how you approach your business. Imagine this: We live in a world where instead of saying "customers" or "clients" we refer to the people in our online social media communities as "fans" or "friends." Can you feel the difference? The words customers or clients carry the essence of those that we serve. Not a bad thing but it feels like a one-way street. Customers can be fickle. They can go somewhere else. And we inherently feel we need to sell them something. But the words "fans" and "friends" encompass a far wider array of possibilities. This is a two-way conversation. They want to see us succeed and we want to help them. We talk to our friends, are interested in what they are doing and our fans cheer us on to greater success. They want to know the details, not just that we achieved something but how we did it. They want honest rapport and for our exchange to be real. Just the shift in words can change where we are coming from and how we approach every aspect of our businesses. _________________________________________________ Copyright Alison Woo, 2009. Download a new media toolkit and a free excerpt of the book "How to Say It: Marketing with New Media ..." (Penguin) at www.newmediamavens.com  Contact her at 704-488-5488 or at alison@newmediamavens.com