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Social media evangelists mixed it up with novices and skeptics over Twitter, Facebook and other new tools for business and nonprofit marketing at Women in Consulting’s (WIC) program in San Francisco’s North Bay area last night. The digital divide remains fairly wide — the early-adopters have impressive success stories while the reluctant and unconverted are too overwhelmed by time, resources, technology and cute (“tweeting”) jargon to get in the game.

Certainly there is impressive new research to fortify the social media charge forward (see the roundup below). But the them-us undercurrent isn’t helpful. Where persuasive data and strategic handholding might ease the resistance of some CEOs, marketers and other business and nonprofit executives, they can’t be clubbed into acceptance. These issues crystallized this week with noted blogger Seth Godin’s provocative rant that while “the marketing world has changed completely,” nonprofits are “paralyzed in fear” of change and thus squandering huge opportunities. His comments caused quite a healthy stir.

All brouhaha aside, the evidence is inescapable – social media is no longer a fad, and, perhaps more essential, it is valuable and necessary for business. We have to consider the times that we are in:

• This year more than 4 out of 5 online Americans have been active in either creating, participating in or reading some form of social content at least once a month, Forrester Research reported at the end of August.
• In 2009, there will be 18 million US adults who access Twitter on any platform at least monthly, representing a 200% increase over 2008, eMarketer reported last week. Usage will reach 26 million US adults in 2010, a further 44.4% climb.
• More than 8 in 10 management, marketing and HR executives responding to the July 2009 survey by eMarketer cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale.
• And as an example locally in San Francisco, Facebook is driving 5000 people a month to the new California Academy of Sciences, driving participation from younger age groups and leading to people to buy tickets and become ”fans” in other ways, according to Sorel Husbands Denholtz, a social media strategist for the museum, a WIC presenter.

Social media has changed the business of PR and marketing, forcing countless communicators to jump on a fast-moving train without knowing where they are headed and lacking solid preparation for the unfamiliar new territory, customs and language. ”Marketers need to restrain their often-innate impulse to sell, and join the more conversational culture of the blogosphere,” writes John Patella in CW Bulletin of the International Association of Business Communicators. “PR folks need to learn a new set of tools, look beyond the comfort zone of conventional—and vanishing—media and sift for opportunities in an ever-changing news landscape.” In other words, the new paradigm requires creating buzz and awareness by engaging and building a community, and once trusted, reaping the rewards through sales or fundraising.

Having sat through numerous social media seminars and talked with many colleagues and clients, clearly the biggest hurdle for the plunge into social media is how to get started. Next is the equally significant challenge of implementation — investing the expertise, time and resources for success over time. Although many of the tools are free, easily accessible and scalable, let’s be honest — applying social media to organizational communications takes vision, people, time, common objectives and commitment. It’s not about sitting around and letting things “happen.”

The evangelists can advance their cause by offering more intuitive counsel and less hype to those genuinely seeking guidance and answers. The incessant patter of geekdom distractions is diluting their powerful message. [Are there 300 million people on Facebook? But there are only 133 million registered bloggers. Well, are we talking about populations the size of China, India and the U.S.? No, just Russia, really and more than two times the U.K.]

As in any marketing initiative, a thoughtful analytical process should occur at the outset to determine what behavior a company or nonprofit is trying to drive and to define the desired endpoints of social media initiatives. Then come careful scoping of multiple options, dedicated follow-through and ongoing execution. Let’s be further emphatic — social media to cultivate, grow and sell is not play, it’s a serious business of communications and relationship-building . And in this competitive environment, social media has advanced so far already that organizations must now turn to pros to make the most of the opportunities.

We also must yield to the wisdom and enthusiasm of the youthful prodigies, who are nipping at our heels, and rightfully so. As 16-yearold Internet entrepreneur Daniel Brusilovsky, Founder/CEO of Teens in Tech Networks, reminded our WIC audience rather bluntly, “It’s time to get connected. A new generation is coming in, and you guys have to let us take over.”

To my clients and colleagues, I say, alrighty then. The brave new world may feel real uncomfortable, but it’s definitely time to develop our social media IQs.