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Last week’s column scratched the surface of what social media actually is. This week, let’s cut to the chase and answer the ultimate question: Can social media build my business?

I’m going to answer that question with a series of questions.

Do you already have a fan club or group of dedicated customers?

Stay connected to them and make them feel very special. Human beings love being part of an exclusive group.

Social media tools that might help: Create a Facebook fan page or use a wiki to build a “best customers-only” micro Web site where you publish special offers, let them in on secrets and thank them often.

Do you have a deep expertise in your specialty?

People want to hire professionals who know their stuff. Everyone claims to be an expert, but if you really are, why not attract new customers by sharing a bit of it?

Social media tools that might help: Blogging is the Holy Grail for people with real expertise. You need to truly have depth in your field to write a few articles per week and sustain it for a long period of time.

Are your prospects road warriors?

Many professions have their brightest and best on the road, and it’s tough to get in touch or keep in touch with them.

Social media tools that might help: Create a weekly or monthly podcast. Maybe it’s a trends piece so they are always up on the latest in your industry. Or you could create an iPhone (Droid, Blackberry) app that streams industry news.

Getting the idea? Don’t let the hype’s narrow view of social media keep you from exploring how it can change your business.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan