To tweet or not to tweet? If you asked a business person that question just four years ago he or she might have assumed you were asking about their canary. Today’s social networking, which includes Twitter, Facebook, MySpace, YouTube, blogging, podcasts, interactive websites, texting and others, goes far beyond traditional print and electronic advertising and can overwhelm businessowners. Of course, entrepreneurs have always found ways to get the word out. Cave paintings in France were used 14,000 years ago to tell hunters about the exploits of a tribe; Egyptians created sales messages on papyrus and documented their leader’s accomplishments in hieroglyphics; ancient Romans posted notices on the walls of the coliseum; in 455, the Vandal king Geiseric sailed his fleet from Carthage to Rome, his way of saying, “you’ve been sacked.” During the Middle Ages town criers and drawings of goods were used to communicate with mostly illiterate townspeople. But regardless of how one does chooses to communicate with customers and prospects one of the worst mistakes small businesses can make during a cash crunch is to stop advertising and social outreach. Consumers have short memories and will abandon a business or organization that goes silent. The good news is no one should feel obligated to use every means available. To do so would be cost prohibitive in dollars and staff productivity. It comes down to choices. Some businesses, like restaurants and specialty shops, have added texting to their business plan to inform customers about luncheon specials and sales and even to take orders. Some rely on word of mouth and reputation to attract customers, while others focus on more traditional means of advertising in print and electronic media. The latter are a storehouse of demographic information, but you've got to ask for it. Business leaders should undertake an occasional SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to determine whether their customer base has changed; what products and services clients really want; whether their business is truly competitive in price and service; and how they are perceived in the community. An organization’s public relations, like human relations, is a process and not an event. There are many ways to connect with customers and prospects. Outreach to and involvement with customers and the community is the reason why some mom and pop businesses thrive right down the street from a superstore while others fail. The bottom line is success is based not just on pricing but on trustworthiness, likeability, and service. People won’t care about you until they know you care about them. It’s the message, not the medium. Dave Skocik 141 Springfield Way Dover, DE 19904