It seems that if you are not Tweeting, commenting on your restaurant food on your Facebook page or have a LinkedIn profile then you are out of touch with the real world. Everyone from celebs to children are Digging or blogging on just about everything and anything. Although for some it is daunting to enter the cyber world where strangers who are your virtual friends know more about you than your actual friends and family, it appears that this is not going to go away any time soon.

So what implications does this have for LOHAS? According to NMI LOHAS consumers are more likely than ALL others to engage in social media. This is because conscious consumers tend to be very social and participatory in communication. As the popularity of social networking sites increase I also anticipate LOHAS social networks to gain ground in the social media space. There are already plenty ranging from green business strategy focus to emphasis on ecological living.

Companies have a tremendous opportunity to target receptive consumers through this. But this is uncharted waters where conventional advertising does not work. Plus this is an unconventional audience too. How do you stay afloat let alone swim through the turbulent cyber waters? Knowing what motivates your audience in the social media world is key. Here are some basic tips on navigating the cyber seas:

First you must know that people are motivated by 5 key things:

Express  Yourself
The assertion of one's own personality through conversation, behavior, writing or art is a driving factor. Finding a promotion that allows people to express themselves such as customizing their Dell laptops or their Nike shoe. This provides expression of individuality or similarity. It could be one of a kind or shared among friends. Providing ways to self express give people tools to do both.

Status
Let's face it, we all brag a bit and we love it. The web has only enhanced this. My LinkedIn LOHAS group is full of boasting postings from members. Getting people to share your information with their network and improve their status among them is a great way to stimulate activity in social media. For example, an ambassador program that provides loyal shoppers with access to new green products prior to an official launch. Special offers to members of a social media group and encouraging them to share with their friends puts them in a position of power among peers gives people the 'I have something that you don't' cachet.

Charity
Even though people enjoy bragging they also enjoy doing good. This is especially true with LOHAS consumers. Social justice issues that are supported by companies that benefit the larger community attract those that want to feel good about being a part of it. The explosion of the Causes campaigns on Facebook are testament to that. They have received over $10 million in donations through 26,000 causes campaigns.

What's In It For Me?
Self serving options such as coupons and discounts motivate people in the offline world but not so much in the cyber world. But this does not mean to dismiss this option it just needs to be reworked a bit. Tapping into elevating status and offering a self serving offer is a good way to maximize results. For example, an intergrative medicine company offerring and affiliate program where a customer recieves $100 gift certificate for forwarding a $20 coupon to 10 friends.  Consumer wins big - status among peers and gets a good discount. 

Have a Conversation
You can also collect information from social media participants more readliy than conventional surverys. Gaiam recently ran a competition called the 'Compost Off' that allowed people to vote on their favorite composter. The top voted product would them be sold in their catalog. Those who participated had a change to win one. LOHAS consumers want to share thier thoughts and opinions - especially when it comes to products. Give them the opportunity to do this and you will see results.

Social media is on a supersonic evolutionary pace. Because of this, the nature of why people use it and how is also changing. But even using these concepts how does one define success? I'd love to hear your thoughts.