[12.28.09]

Do you blog, have a Facebook page for your business, or use a Twitter account to update your customers? You do? Good. Now, ask yourself these two questions:

1. Why?

2. Is it working?

Many of us just dive into social media because it's the newest thing and everyone is doing it. We're all experimenting to see what these platforms can do.

In 2010 stop experimenting and start strategizing.

• If it's your goal to deliver news to your audience faster and more efficiently, writing frequently enough could make this well worth your time. Formulate the messages you write in a way that matches your audience's expectations. Most importantly, do not patronize them. Remember, Social Media Marketing grew organically, and to be effective, you must be genuine in your tone.
• If your goal is to generate conversation, writing provocative blog articles or posting interesting Facebook updates will draw in the right customers.
• If your goal is to drive more people to your site, making the postings you write visible will increase that likelihood.

So think about your business objectives. Then research the social media platforms and decide if and how the time you put into them is worth it. Use marketing efforts that pack the most punch, rather than trying all of them and only partially meeting your goals.