Here’s how it usually plays out. A business owner or CEO keeps hearing that social media is marketing nirvana. The word on the street is:

• Everyone is there.

• Every company is doing it.

• It’s free.

The truth is, none of those statements are accurate. Nonetheless, one day this business leader decides: “We need to be using social media to sell more widgets.” This owner or the company’s marketing director decides that it seems everyone is talking about Facebook the most, so they start there.

They create an account (which should only be for a person, but they don’t know they are violating Facebook’s terms of service) and begin announcing sales and special Facebook deals. They send friend requests to the people they know in town, but they don’t get much response from their enthusiastic promo announcements.

Or, they decide to try Twitter. They create an account and without having any followers at all, tweet 10 times the first day. A week later, they’ve tweeted 11 times and have four followers.

I know this all sounds absurd, but it happens every day. The sad thing is, it doesn’t need to happen. There are plenty of places where you can get some help right here.

Social Media Now: Roundtable discussion/workshop on social media – Nov. 3

The Greater Des Moines Convention and Visitors Bureau and Spindustry Interactive will hold a social media workshop from 9 a.m. to noon at the Windsor Heights Community and Events Center in Colby Park, 6900 School St., Windsor Heights. Join them for Social Media Now, featuring an introduction from Spindustry Interactive and roundtable discussions led by the Spindustry team. For more info: http://drewmclellan.me/pXUX3i

Social Media Strategy Workshop – Nov. 8

Join the Business Innovation Zone and McLellan Media Group from 9 a.m. until 3 p.m., lunch included, for a social media workshop light on hype and razzle-dazzle and heavy on practical business outcomes. Come talk about goals, audience personas, how to find the right social media tools and what the heck you should do with them to actually have an impact on your business. For more info: http://drewmclellan.me/otKZ60

Lunch and Learn series

Lava Row Inc. hosts monthly educational workshops that are capped at 20 attendees. A different social media topic is covered at each event. Sessions start at noon, but you’re encouraged to show up at 11:30 a.m. for some networking. For more info: http://drewmclellan.me/pFoqKK

Monthlong DMACC class on integrating social media in your organization

Take away a practical strategy and techniques for implementing social media for your organization or business. Learn how to create your own private social network using Ning, work socially using Google Docs and calendars and move your website to an interactive Web 2.0 site. For more info: http://drewmclellan.me/mXBx6G

Pick one of these offerings and start where you should start. At the beginning.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached by email at Drew@MclellanMarketing.com. © 2011 Drew McLellan