Web 2.0. Blogs. Wikis. Online social media has a whole new vocabulary, but don't let that put you off. The new version of networking delivers the same benefits as traditional person-to-person networking, including increased awareness and business growth. But the same challenges also exist: it's a long-term process that takes time and requires you to demonstrate value. Whether you're a home-based travel agent, a host agency or a large traditional agency, however, this medium can significantly expand your customer reach. And once you get a hang of the slang, it's not that hard.

In the online world, social media allows users to share information with each other, from opinions to facts, from the written word to photos, from music to videos. So who's doing it? The answer is not just the young and tech-savvy. According to the Pew Internet & American Life Project, 71 percent of all American adults are online, including all racial, age, economic and geographical groups. The same research discovered that 73 percent of them are researching travel.

By joining the crowd, you create an opportunity to promote your expertise, which can bring you new business and reinforce your brand. Plus, you'll be engaged in a current conversation of what's going on from the traveler's point of view. You may think you already have your finger on the traveler's pulse, but the candor found in social media unveils a host of opportunities ripe for targeting.

One of the most important rules of social media is to listen to the community and respond with useful information, not marketing hype. Believe me -- you will hurt your reputation if you go for the hard sell. If you have fresh information and advice that people find helpful, social media has many advantages over traditional media. First, it gets the word out fast reaches diverse audiences. Second, it is great at driving traffic. Third, it's free. Here are some good starting points for the uninitiated:

1) Join the Conversation: You don't have to start your own blog to spread the word about your traveling expertise. Travelers of all types are already engaged in online conversations and the variety of websites serving them is as diverse at the industry itself.

In fact, a Google search yields 308 million results for the term "travel blog" along. Look for blogs, forums, message boards and bulletin boards that appeal to your prospective clientele by searching with additional keywords, such as adventure, cruises, family or specific destinations. In addition, check out your local news organizations online as well as general websites like Digg and Yelp.

If there's opportunity to participate, the website will have step-by-step instructions on how to join as a blogger or commentator. First, you have to create a profile. Be up-front about who you are and what your business is. Also – and I can't overemphasize this – you need to provide useful information in a conversational style. Do not use corporate speak or marketing hype.

2) Share Content: Another way to join the conversation is by sharing content that extends beyond advice. By now you've heard of Wikipedia, the online, shared version of the old-school encyclopedia. Now there's also WikiTravel as well. Then there are websites like Flickr, where you can share photos of destinations, hotels, restaurants, off-the-beaten-path tours and more. Of course, if you're handy with a video camera, YouTube.com and now TravelTube.com is a great place to start a viral campaign with unusual, eye-catching videos.

If your company supports the outreach, try running a campaign or a contest that encourages users to share travel tips, photos and videos. It's a great way to engage them and link back to your own website.If you haven't started online social networking yet, do it now. Your customers are there. Your competitors are there. Plus, if you like to multi-task, it's great to play on your laptop while watching TV! Some final words of warning, however: social media, like anything else that generates a buzz, can be extremely addictive.

3) Do's & Don'ts of Social Media: Be real and disclose who you are and what your business is. Build a credible reputation by listening to the community and responding with fresh, useful information. Write clear, compelling titles for your comments, articles and photos. Include helpful links. Participate early and often.

Don't spam. Don't break the community rules. Don't use corporate speak, marketing hype or a hard sell. Don't overdo it – the quality of information you provide trumps the quantity. Don't say anything you can't back up.