As you navigate the ever-changing landscape of social media, make sure to work on your “social listening” skills. Economic development specialists heard that suggestion last week at the Smart Economic Development Conference, held at the Polk County Convention Complex.

The advice came from Mark James, founder of ED Solutions Inc. and a consultant with economic development organizations on tech-based strategies. He said one of the best things such groups can do is find out what companies and individuals are saying via Google Alerts, Hootsuite or Tweetdeck (two ways to handle a stream of Twitter messages), and LinkedIn.

It sounds like good advice for any organization or business. It’s hard to know what to say until you know what your potential clients or customers need to hear.

James also urged economic development folks to think of their websites not as destinations but as “content engines.” You need to put a “share” button on there, he said, so that visitors can send your information all over the place – to Facebook, Twitter, LinkedIn, Flickr, Blogger, wherever.

Some business people know all about social media strategy, but those who don’t should get going and take advantage of the increasing number of free options on the Web.

Although James was speaking to economic development experts, anyone in business can learn from his examples.

He suggested the website of Sarasota County, Fla., as one example of doing things well. That address is www.scgov.net.

James’ advice regarding Twitter could apply to business, too. He told the development people to offer feeds to chamber of commerce members; search your community’s businesses to see who’s tweeting; send tweets to celebrate newsworthy events; and start relevant conversations – for example, ask about skills that company employees need to learn.