So do you constantly hear people talking about social media? Maybe you are currently visiting Facebook, MySpace, Twitter, Digg, Reddit and several other sites, but have no idea how or why other people are using these sites. You feel overwhelmed by feeds and posts. You know there are great tools available but you don’t know where to start.

When entering the world of social media, it’s a good idea to wade in the shallow end for a while. It’s best to master one site at a time. First select a site and begin to listen to what other people are saying. Then use this information to figure out the best way to get your message out there. No one expects you to become a huge social connector in just a few days. Developing a following takes time.

During a NTEN Storytelling webinar, Danielle Brigida from the National Wildlife Federation recommended that everyone should start by doing research to ascertain which site they’d like to try first. It’s important to know the basics such as Facebook pages are only for individuals but organizations can set up fan pages. MySpace attracts many musical groups because the site enables file sharing. Whereas on Digg, people submit articles, graphics and videos that they think are interesting – and other users vote on whether or not they think it’s interesting too. Reddit is similar to Digg. People can submit content or create their own Reddit post for other visitors to see. Reddit users vote stories up or down depending on their opinion of them. Each of these sites are designed to connect people and allow information to be shared easily.

Social media serves two distinct functions. First, it is a method for self promotion. The free and easy-to-use tools make it quick and simple to share information and highlight links that you support. However, this is not the only way to benefit from social networks. The second way is to listen to what others say about topics you care about.

Beth Kanter explains the benefits of listening on her blog. She says it’s beneficial to listen because you hear the current conversations and can find out what people are already saying about the issues you care about. You see what type of information people typically post and learn who the social connecters are. You get more comfortable with how the site is set up and become familiar with its uses and features.  All of this together can help you figure out how these sites could benefit your business.

So why keep listening?  In addition to increasing your comfort level with a specific site, you are also hearing what people are saying about your organization. Are people talking about your last press release? Did the recent media coverage stay in a small community or are people in many different sectors reading it? Who is talking about you and what are they saying?  If you have this information at your finger tips, you can respond to negative comments and thank people who give you positive press.

Another point that Danielle Brigida highlighted was to remember that all of these sites are social – so thanking people that are talking about you can go a long way. Since you can’t force or bribe people to listen, it’s up to you to figure out what they are interested in talking about and then tailor your message to their interests.

The good news is that there are very few costs related to social media. The largest expense is the time that you will need to invest. So do your social media research before you start and this will hopefully lead to fruitful investments!

If you already Twitter or decide to sign up for a Twitter account, you can follow me @aaanimals. As always please share your comments and questions here.