I have long been a believer that not all businesses need a social media presence.  I know what you’re thinking, “but that’s where the consumers are.”  Yes, but unless you know what you’re doing, social media for businesses is easy to mess up.  
And, although I’m sure it may help, I don’t want to see an ad for a bail bondsman in my news feed.  But that’s another story.

I’m apparently not the only one who thinks this way.  Recently Kelsey Jones posted similar thoughts on MarketingLand.com.

1.    Don’t create a social media account if you aren’t going to update.  This is pretty good advice.  Accounts that have not been updated in six months or worse will leave the wrong impression.  People will think that you just don’t care.

2.    Your industry doesn’t match the social media channel.  Kelsey gives the example of a plumber on LinkedIn.  She thinks they are not a good match and I tend to agree.  But I do think they could be on Facebook.  For a plumber, post “Toilet of the Month” which would show pics of a newly installed bathroom.  Or, “The Broken Pipes of the Week.”  Here we might see pics of water damage from broken pipes.  The idea being no matter what your business (almost) if you use a little humor, you will go a long way to making your company agreeable to site users.

3.    You don’t respond.  This is a biggie.  If you don’t have the time to acknowledge comments or to thank people who have recently liked you, then you definitely should not have the account.

4.    Listen more than you talk.  Please don’t be a continual poster who never responds to the feedback coming from consumers.  Your response to the people who post on your account are more important than your posts.

So look before you leap.  Make sure you have at least a rudimentary plan of how you're going to use social media and what you’re going to bring to the format that is fresh, interesting and indicative of you and your company.