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There are essentially four different types of social media: blogs, social networks, social bookmarks, and forums. Blogs allow you to post regularly updated information about your organization and news related to your subject. Social networks are for people to communicate with their friends, while forums are where people can discuss topics with people who have similar interests. Social bookmarking sites allow people to share content on the web, and to follow people with similar interests to discover content they might like.

To use each form of social media to promote your organization, you must understand how it is used. Your blog is your organizations identity, and users should be compelled to share the information on your blog in order to take advantage of social media. Include buttons on your site that allow people to share the content through social bookmarking. Share information and encourage discussions on forums that are related to your topic.

Social networking typically requires you to advertise a fan page. You will need to encourage users to become a fan, and regularly share content on your fan page about your topic.

On your blog, in social networks and in forums, you should encourage participation from your visitors. Set up polls, respond to comments, and ask your visitors questions.