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Everyone from your dentist to the TV weather forecaster is tweeting, blogging, and inviting you to “friend” him or her on Facebook. Worse, armies of “social media marketing experts” have popped up like toadstools, claiming that if you’re not spending some time every day on social networks, your business will soon be toast. But how can anyone be so sure about something that didn’t even exist a couple of years ago? Do you really need a “blog” for every house you start or a “Twitter feed” telling your prospects what you had for lunch? You just got your Web site up and running last year — isn’t that good enough?
The short answer is that social media presents a real opportunity to market your business like never before — but it can become a complete distraction if you’re not careful. The trick is to focus on the services that will get you the most visibility for the least amount of effort.