With the advent of online social networking sites such as MySpace and LinkedIn, more small business owners are taking advantage of the benefits of social networking in new ways. Social networks aren't limited to the online sphere though; remember that they're just a copy of the real-world concept of word-of -mouth advertising, and this is the basis of many successful referral based systems used by marketing gurus of companies of diverse sizes and industries.

When you're working with a tight marketing budget for your small business, choosing the right initiative is more important than ever. Tapping into your own social network can bring countless benefits, and creating a constant stream of customers is easy with the right approach. Using your social network involves just a little planning and strategic control, but after the initial stage has been set, you can watch your business boom from customer interest with very little effort.

Word of mouth marketing in any industry starts with a few interested customers who are spreading the good word about your business. Whether they're raving about a great experience, are especially fond of a particular product, or can't stop talking about the excellent customer service they received, these people are the anchor for your social networking plan. Socialites are the people who are always talking; they're likely to have a whole range of contacts in their communities, and this an range from local business owners, friends, family, and coworkers who listen to their recommendations and reviews more often than not. Popular bloggers on the web are a perfect example of this; these people have learned the power of association, and sharing their views and perspectives on something draws mass appeal naturally. Here are just a few ways you can tap into your own social network to market your small business:

• Publish your satisfied customer testimonials. Make the best use of brochures space, advertising copy materials, and your website to feature or highlight specific people who have something positive to share about your business. You'll be making them an instant celebrity, and they're more likely to share even more stories with friends and family
• Tag your brand to your e-mail signature. Even for non-business related e-mails, adding a tagline or catchy quote can help keep your business on top of everyone's mind
• Become an expert. Join a mailing list, discussion forum, or local blog and share your experiences as a business owner. The more that people can put a face to the name of your business, the more likely they will be to learn more from you, and tune into your activities
• Tap into your volunteer network. If you're volunteering at the local food bank on a regular basis, get in touch with the Marketing Director for some co-marketing ideas or promotions. You'll be surprised how many small business owners overlook this hub of potential customers.
• Publish a blog. Set up a company blog, and personalize it with your owner credentials. You can send invites to all family and friends, and encourage them to comment regularly about your findings.
• Create a community. If you want to develop a seminar or presentation about a specific topic, this is a great way to invite new people to take part in a learning experience-sponsored by your company, or yourself
• Host a contest. People love to compete, especially with friends, family, and neighbors. Sponsoring a local contest or drawing is a great way for people to get to know you better-and your business.

Tapping into your social network by profiling friends and family, highlighting neighborhood events, and sponsoring community activities are just a few ways to make the most of your marketing efforts. Social networking online is a natural way to build interest in your online presence, and small business owners can utilize e-mail and blogging to their full potential.