Although digital marketing has reached a fever pitch, many of our marketing clients remain fearful of social media marketing and its risks both perceived and real. They understand the need for a vibrant, engaging website. They've learned the cost savings of email marketing. And perhaps they've seen the benefits of search engine optimization (SEO) or pay-per-click advertising. Yet social media still gives them pause. While every meeting with a GodwinGroup marketing, advertising or public relations client seems to eventually roll around to a discussion of social media—usually the easy standards like Facebook and Twitter—I still have many executives pull me aside and admit their own trepidation or at least lack of knowledge about social media.

(If you're one of those eager to learn more and need a quick primer on social media, take a few minutes to review this chart that will brief you on some of the more popular social media outlets and their value. You'll at least be able to follow the conversation when your younger staff start talking.)

The questions from business executives are often the same:

• What should we do that won't get me in trouble with HR or compliance?
• Will it really work for our marketing?
• If we allow people to go online won't we lose productivity to computer games or Facebook?
• What if customers put critical comments about us on the internet?

Let me start with the last question. Yes, social media will likely include some negatives here and there. No company is without its critics. But those conversations and comments will go on with or without you. Our position is that it's better to be a part of the conversation and at least have the opportunity to tell your story accurately, than to allow others to control your brand without your viewpoint being a part of the discussion.

Clearly, if you want to be a successful marketer in the future, you must engage your audiences in social media. And yes, there will be risks. But it doesn't mean you have to destroy your office protocols for computer usage, nor does it mean you take inordinate risks by inviting people to comment on your company website without monitoring or screening comments. But let's be clear about this—people will engage in commentary about your products and services. They are doing so now. It cannot be stopped, but it can be an opportunity to engage your customers in a conversation.