Executives frequently ask how they can use new media to boost business. They’ve been paralyzed by conflicting advice and horror stories about corporate mistakes online. Here are a few easy ways to get started.

1. Start reading. Find blogs that interest you and read them regularly. Read the comments. Get familiar with the format and the style. Then start exploring for more.

2. Start monitoring. Begin monitoring what’s being said about your company. You can do this internally or outsource it.

3. Watch the trends. The most important feedback from monitoring are the trends rather than any individual complainer. The trends are a remarkable source of free information.

4. Watch your competition. Monitor what your competitors are doing in the digital world and what is being said about them. What are they doing well, what are they doing badly.

5. Set clear goals. Develop communications goals that further your business goals. Research ways that new media could help you reach those goals and help you reach your customers.

6. Time it right. Jump into new media when it makes sense for your business not just because it’s cool. New media will require an investment, so spend time and money for the right reasons.

7. Be ready to engage. New media can be a powerful way to reach your customers and learn from them, but be ready to engage in 2-way communications.