Social media is here to stay — those were the words of Digital Strategist Eric Wilbanks of the Alderman Group.

Wilbanks addressed the Cleveland Media Association recently and was able to provide a clearer understanding of how “branding” is crucial in the digital world of social media, especially when making sure all the options are utilized correctly.

Facebook, Twitter, Pinterest, LinkedIn ... all have specific purposes, but managers and media professionals need to know which, and how to use various social media to their company or organization’s advantage.

Wilbanks’ program to the media members was on point, agreeing with the importance of focus when promoting business or organization.

Words are important. Images are important. Words can be used to damage, destroy or to construct.

All hands of the attendees went up when asked if they had Facebook accounts.

“How many of you are frustrated with your page? How many are going home tonight and delete it?”

No one in the audience had that in mind.

“Social media is here to stay. Learn how to use it to your advantage,” said Wilbanks.

Media branding places a “mental tattoo” in the minds of consumers, he asserted.

The tattoo or image becomes associated with the particular brand or business.

“Social media excels in telling your story and telling your story is where the power lies,” Wilbanks said.

Companies or organizations must first align themselves and set their focus, then articulate what they are all about.

According to Wilbanks, simplifying some areas of Web or social media applications such as integrating websites and blogs and providing clear information and links will help branding ... such as explaining the business.

“Make sure the site is easy to navigate,” he said.

As for the variety of social media, each has its place.

“Facebook is good for telling your personal story, but post only once a day on business pages. Facebook administrators will remove posts if many are made throughout the day,” he said.

Twitter is the best medium for news posting. LinkedIn is a powerful medium for professional networking and Pinterest is an image-driven social media site.

Wilbanks said each can have its proper place in business.

n In other business, Lee University student Kelsey Black received her scholarship check from CMA. Wilbanks was among those impressed with the words Black wrote in applying for the scholarship.

“My degree is not an expensive piece of paper, rather a weapon of mass destruction if not managed properly,” Black wrote.