The buzz on social media: Talking with Gary Rust II, director of rustmedia

Social media allows savvy business owners to reach customers across a variety of platforms, making use of the latest technology and innovative ideas. On the other hand, it's easy for your message to get muddy when using multiple platforms.

We talked to Gary Rust II, director of rustmedia, about the best ways for businesses to make use of social media:

BT: How has social media changed the way businesses interact with customers? What are the positives and negatives?

Rust: Businesses that do social media well are more engaged with their customers. Whether it is using Facebook, LinkedIn, Instagram or another platform, a business is able to have a dialogue with its customers -- a way to listen to what matters to them. Never before has a business been able to do this on such a large scale -- a form of personal selling through engagement. On the flip side, businesses can be overwhelmed with all the nuances and options needed to succeed in this space. We find the businesses that keep their marketing strategy simple and smart win. They start with a clear vision of who they are and create relevant content to drive specific goals usually tied to revenue growth.

BT: What is the most common mistake small businesses make with social media?

Rust: They get caught up in the "buzz" of social media and forget about the importance of messaging. Poorly executed social media efforts can suck time and money from a business that is already tight with resources. Just playing in the space is not a plan. You may find a target email campaign, print or greater presence on search -- Google adWords -- a better strategy. Although these are less social by name, this strategy may serve your bottom line better. Knowing what works best for you is your first step. And mostly it comes down to focusing on creating relevant content that engages your audience. It need not be overanalyzed. But it does need to be smart and tied to an overall marketing strategy.

BT: Facebook and Twitter have been around for a while. What are some newer social media sites businesses can, and should, make use of?

Rust: There is no silver bullet answer to this, as each business is different. The big growth areas are video, picture sharing and mobile (tablets and smartphones). Think YouTube, Pinterest, Instagram, Vine and responsive or optimized websites that scale to screen size. LinkedIn solutions to business will also grow in importance. But if I had to choose one social media to be sure to include in any marketing plan, it would have to be Google+. Although it doesn't have the "buzz" or traction as some of the other new kids on the block, its integration of targeted content, search, comments, mapping and groups continues to position Google+ as the elephant in any social media space.

BT: What is the most effective way for small businesses to get their message to customers?

Rust: Again -- it depends. One solution is to seek support from an agency or marketing specialist to help you build a strategy that identifies the platforms that will work best for you. The key is to have an integrated strategy across all media -- traditional and new. When the plan is interlinked and all marketing or advertising efforts support the other, your efforts will be more effective. The challenge is choosing the best solutions among the many options you have to reach your customer. It need not be complex. In fact, simple and smart solutions assure you won't burn through money and time. Done right, though, you will find an integrated marketing approach to be a game changer that grows your business.