As a company creating an internet presence, there are so many tools available -
blogs
videos
podcasts
microblogging
widgets
established social networks
make-your-own network
wikis
social bookmarking
ebooks
photo sharing
presentation sharing

on and on and on..

But which do you use and how?

There are two ways to answer this question:

The Shotgun - Whatever it is. Just do it. Throw something out there. Make an account. Sign up for the beta. If it works, then...cool!

The Sniper Rifle - Find your target. Figure out where they'll be. Aim. Fire.

Personally, I like the err on the side of efficiency, ie. the sniper rifle. Take your story. Think about who you wanna reach. Think about HOW you want to reach them. And that's the big question isn't it? The HOW.

I could see how many business owners might think, "that's not for me. Not for this business" And maybe you're right...but say you sell cheese.

Shooting Cheese Lovers

If you sell gourmet cheese, then your demographic is dairy addicts like me who also like a good glass of wine. If you sell cheese, you know all the little tidbits about cheese that you tell customers when they come by. You now enough about cheese to teach a class on it, and maybe you know just what to say to cheese noobs who only know Kraft when you see them. But your shop probably only sees those people occasionally. You have all this awesome knowledge and just a small crowd to give it to.

But what if you could multiply that crowd?

Occasionally, my friends and I throw wine & cheese parties, so videos from Murray's Cheese on how to cut, portion and serve new cheeses would add just a little more. I would definitely watch these, and am now seriously considering splurging on their cheeses.

Think about what you wish your customers knew, or would pay attention to and focus on what medium would showcase that knowledge best. Murray's Cheese is using videos online. And as a cheese-addict, I'm paying attention.