One of the questions I am frequently asked is, "Does social media really matter to my businss?" Although some would argue that no business can afford to be without a social media presence today, the answer is not so simple. From a business perspective, social media is a marketing tool that should be used to help you achieve business goals. While it may be exciting to grow your list of friends, followers or connections, if you want real results, you need to approach social media strategically. Otherwise, you can waste a lot of time and resources with very few results.

Here are some guidelines to help you use social media wisely:

• Set goals and objectives. Social media is a marketing tool that can help you reach business goals and should not be viewed as an end unto itself. Before you invest time in social media, decide what you want to accomplish by using it.
• Understand your audience. Social media is growing rapidly, but not everyone uses it for business purposes. Before you embark on a social media campaign, survey clients and prospects to find out how they like to get information from you and if they use social media to do business.
• Know your message. If you do decide that social meda is the way to go, plan how you will use it, beginning with your message. For example, if you own a retail shop, you could use social media to offer special deals to loyal fans and followers and drive them to your store. If you offer a professional service, you could use social media to raise your profile and become a thought leader — a recognized expert in your field. Share information that you have developed as well as articles written by others that are pertinent to your industry.
• It's all about keywords. Be aware of the power of keywords. Social media sites are searchable so you want your profile and comments to include keywords that prospects and clients use to find someone offering your services. Otherwise, you may miss out on a lot of opportunities to network and grow your business.
• Participate. Most people understand that if you join an organization, you need to participate to reap benefits. The same is true of social media. Follow the conversation and participate when you have something worthwhile to contribute.
• Be professional. If your goal is to build your professional reputation, watch what you say and how you say it. Ill-conceived comments can and do backfire.
• Make a commitment. Social media sites are littered with accounts that have been opened by well-meaning business owners and then abandoned after a few tweets or posts. This does nothing to raise your profile and can be a negative. If you join a social media site, make a commitment to be actively involved.

©2011 Joan B. Marcus Communications LLC