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As the recession claims yet more victims - most recently Borders, The Living Rroom Bar in Birmingham and LDV manufacturing – an increasing number of companies will become internet-based to save on costs. You only have to look at the reinvention of both the Woolworths and Zavvi names online.

But that’s not the only thing expected to head ‘cyber’ during the upcoming ‘Teenies’. Conversations are increasingly being held online. Social media sites like Facebook, Twitter and blogs, to name a few of the most popular, are becoming a key function within society. We’ve also been working with a number of clients who are exploring innovative communication tools online – more on that when they go live!

Business, whether based online or on the street, will have to start moving with the times to engage with the growing number of consumers who are turning to the internet.

Despite this, many businesses have yet to embrace online applications. However business communications is rapidly evolving and those who do not move with the times will be left behind.

Research already shows that as many as two-thirds of internet users regularly use social media sites to communicate. By not joining in with the conversations, you miss key opportunities to get your message across.

So with that in mind we’ve compiled four top tips for engaging in social media:

1) Listen – the thoughts and opinions of other people can be your most valuable tool. Use them to increase your knowledge and improve your service.

2) Find your voice – define who you are and what you stand for so your messages are consistent and directed to the appropriate audience. Creating a vision, mission and values (VMV) statement will help you to do that as it will define your goal, purpose and the qualities that will help you reach these objectives.

3) Contribute to conversations – sharing your knowledge and opinions with others will help build people’s trust in you. Do not try to sell anything as people will turn off. Instead, refer them to your own blog or website for more information and invite them to engage in direct conversation with you. Through this, you’ll build a name as an expert in your field and people will come to you when they require your product or services. Remember, people buy people – not products!

4) Be prepared – have a crisis and issue management plan in place in case something goes wrong. Know your legal rights and learn how to diffuse sticky situations. Although regulations surrounding internet usage are constantly evolving and can be tricky to pin down, there are fundamental rights which are guarded by law which will help protect you and your reputation.

It’s important to have a basic understanding of these laws so you can act on any breaches. Your Legal Rights  has a good guide on the basics of understanding defamation, which will be of particular use to help you understand when a comment has crossed the line. Please note this is just a guide however and cannot be taken as legal advice. There are many other laws which may come into play online which need to be taken into consideration, so if you’re in any doubt, consult a solicitor.