Social Media: How Far Is Too Far?
These days, social media is the big word in marketing and PR. It seems everyone is obsessing about the importance of being established on Twitter, LinkedIn, Facebook and MySpace (well, not MySpace so much these days).

But while social media is a helpful tool -- and necessary in many ways -- can you go too far?

It depends on your business. Obviously, folks who are in careers that put them in front of new people constantly can benefit from having a presence on Facebook and LinkedIn. In addition, I've seen folks in other businesses benefit by having a presence on Yelp.

But can you be successful without constantly sending out tweets on Twitter? Can you still make money without starting a Facebook group dedicated to your business?

Uh, yeah.

Social media is a great tool that makes it possible for people to do their own grassroots PR more effectively than before, but it's only a tool. People who insist it's a necessity for everyone are exaggerating a little.

I do recommend having a Facebook page. It's a good way to keep people you like in your life and keep track of their goings-on. But it only works if you actually care about the people. If you're just trying to get people to buy your product, everyone will see through it.

I know a guy who tries to Facebook everyone possible and then all he posts is something along the lines of "Check out my site." I kindly suggested that he reveal more of himself and just link to the site. He tried to do it -- badly. "I wonder if my site is any good. Check it out."

Yeesh.

LinkedIn can be a good way to hook up with people, but you should be judicious about who you want to me and how they can help you. For instance, if I responded to every single LinkedIn request, I would now be friends with half the IT guys in Mumbai.

However, since I don't have any plans to visit there or do any business there, I decline the requests and prefer to link in with folks in my area and my field of expertise.

As for Twitter, I haven't really felt the love for it. Facebook seems more personal and I feel more connected. I have no clue what inspired many of the people following me to do so (it can't be my good looks since the picture of me is small).

So do you NEED to be on Twitter? Well, if you are constantly having things to promote, Twitter is great. If you know people who are on Twitter who won't answer their cell phone, Twitter is a good way to send a message.

But if you have a local business that recruits customers from a small area, then maybe Twitter or Facebook aren't for you.