A couple of years ago, viral videos were the rage and everyone wanted to have a video that people would forward to each other. Then businesses started to believe blogging was the best way to reach the world.

This year, we're seeing the hype expand to include social networks and social media.

The truth is that, trendiness aside, social networks really can have value in an organization's marketing--and beyond marketing, in operations and other areas.

Here are some ways revitalization groups, businesses, and others can use social networks:

Monitor public perception: Track mentions of your topic on blogs and microblogs. Use Tweet Scan and Google Alerts to have emails sent to you when a name or topic is mentioned on the web. Respond directly--offline--to the poster to gather more info or to address misperceptions.

Share plans and solicit input: On a Web site, post ideas in progress and solicit feedback -- but only if you're willing to honestly consider and use the feedback. Use offline media (print and broadcast) to drive people to the Web site.

Recruit and organize volunteers: Create a database of interested, active volunteers, then give them a task to do. Or, better yet, ask them what they think they should do to help, and then offer tools for them to connect with each other to get it done. Provide clear guidelines on how projects are evaluated for support and funding, then post a list of ideas that were backed and those that were turned down.

Offer a human face for the organization: Create a blog that shows the organization at work. Be real--share ups and downs. Allow comments only if you have the resources to monitor and respond. If a blog is too much work, create a bookmark list on Delicious (www.delicious.com) highlighting news and resources of interest, and embed it in your Web site.

Keep in mind that you still need to create an overall vision and strategy. Social networks work best as part of a larger plan.

Still, if your efforts are sincere and supported by the rest of your plan, you'll get back at least as much as you put in. And you have the chance to receive an exponentially larger return via true community engagement.