"Just because you can doesn't mean you should"...  Make sure you're venturing into social marketing for the right reasons.

If you're like most business professionals, you've probably heard a lot about social media lately. (You know... those web 2.0 sites like Facebook, LinkedIn, YouTube, etc.)

As a marketing and advertising strategist, I've seen unique ways in which companies improve their products, brands, and overall business practices by using social media. But, I've also seen many instances where I just shake my head. I just read about one of these recently...

A prominent maker of paper towels and toilet paper has started its own social media site.  At this site, users share tips on paper towel use. 

Yes - they spent thousands of dollars to build a site for sharing tips on paper towel use... seriously.

Here are some thoughts to keep in mind before venturing into social media:

• 1. You will never be able to control what people say online about your brand by using Web 2.0. 
  Social media is about participation — not control.  If this is your goal, stop now and spend your time and money elsewhere.

• 2. While participation in many popular social media sites is free, the time it takes to make a difference is not. 
  Yes, companies can create free profiles on popular social media sites.  But, in order to achieve any real benefit, you can't just show up in a chat room and start touting your brand. You'll be strong armed out of the group.  Instead, establish your credibility by listening and truly participating with any group before doing any sort of promotion. 

• 3. Keep your goals in mind. 
  What are you trying to achieve?  If you're not sure... I suggest that you start by simply listening. You'll gain valuable insights from your customers that can help you make profound improvements in your products and services.  

For more information about social media, feel free to contact Third Person, Inc.  Or, I highly recommend the book, Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff.

Written by Melinda A. Caughill, Vice President - Marketing at Third Person, Inc.