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When it comes to Web 2.0 tools and your business Web site, there's a time and a place for everything. Web master wannabes with businesses to run often go overboard with the plethora of social networking tools at their disposal and end up wasting a lot of time and effort on frivolous undertakings. "It's important not to get carried away and implement every last widget you can find," said Jim Keller, CEO of Context Technology Solutions. "If it's not going to be relevant, then you are investing time that could be better spent on other aspects of running your business."
This is a great review, but when choosing which social networks to choose as part of your web site strategy, you need to think where your customers are.
Yelp.com is a good site, but works much better for Business to Consumer (B2C) businesses, as most of the reviews are about retailers, attractions or restaurants, written by consumers. You won't get so far here if you supply to businesses.
It's best before committing any time to social networks to research where your customers and intended market are already active. Is it Twitter? Is there a niche network for your market?
If you market to consumers then most will work. But B2B is much trickier. Business people have Facebook accounts too, of course, but may not appreciate work related content on a site they keep for friends and family. But I fully support the view that Facebook Connect is worth integrating into a website, as 150 million people now have profiles and at the very least it enables them to use their existing login details to engage with you on your own site.