Scores of businesses are finally realizing the power of social media, but unfortunately, many of them are not using it correctly. Lee Odden of TopRank Online Marketing tells WebProNews that many people get attracted to the “shiny object” of social media and want immediate results. He recalls even being asked if he had any recommendations on where to buy Twitter followers.

If social media were about numbers, then the “shiny object” syndrome might work. But, luckily, it is not. Social media is about value and longevity. Odden says people need to understand who their target audience is and what their needs are. This is often challenging since people think they know what the customer needs, but in reality, do not.

Odden points out that there is a steep learning curve in the online world as opposed to the offline world. Just as writers struggle to find their voices, people who are trying to be successful in the Social Web need to find their social voices too. To do this, he encourages people to engage, interact, and think in terms of the customer’s wants and needs.

“You can’t speak like a native unless you’ve spent some time amongst the natives,” says Odden.

In addition, interaction helps people understand social media etiquette beyond the network’s individual rules. As a result, businesses will not only find out what customers want, but they also have the opportunity to gain new customers through the value they provide.