Today's companies depend on deeper and more relevant customer connections to drive loyalty, retention, referrals and increased buying activity within their coveted customer base. These companies don't just need technology; however, they need a systems perspective on how to integrate the ever changing world of social media, social networking and Web 2.0 into their core business infrastructure to meet their customers in their medium, now and in the future.

Today’s program is a great one and you’re in for a real treat. With me today is Dana VanDen Heuvel, an expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends. I recently hosted an AMA members only Webinar with Dana on this topic and thought it would be great to share with you on the radio.

One of the things Dana says I like is that "technology changes, people don't." What strikes me the most about this notion is that we often believe that advancements in technology will change human behavior...I don't think it really does. We still have needs, and are regularly looking for more and more efficient ways to meet those needs. While our technology access points may change, our basic behavior does not.

When asked about who is online, it is clear to me from Dana's information that really EVERYONE is online. Sure, they're doing different things (boomers are mostly searching and sharing and teens are mostly viewing and contributing) but regardless of age and even economic status, people are actively engaging with the Net in ways to communicate, learn, and contribute. What this means to you as a marketer goes back to what I hit on at the start -- you have to engage your consumers in their mediums, not force them into yours.

The show is filled with great ideas on how to set up your own social media monitoring program -- something you can either pay someone like Factiva to do for you, or tap into the nine ideas Dana shared. You'll also hear what types of widgets companies are using and what to consider if you're thinking of creating your own, and then lastly, advice on when is the right time to engage in this new media world.

I also suggest you listen to a past show with author Paul Gillen. He wrote the New Influencers and our conversation around new media was also excellent.