Companies are often faced with the dilemma of whether to participate in social media or not. It seems like all of their competitors have a Facebook page and are getting lots of Twitter followers. But at the same time, it’s really time consuming. It’s often difficult to calculate a clear ROI. And it opens your business up to potential negative comments. So how do you decide? First off, remember that social media is “social.” It’s not inherently a marketing tactic. It’s a medium to connect with people (well, technically, it’s lots of different mediums). If you feel like you’re already connecting with your customers more effectively in other ways, then don’t worry about it. But if you’re looking for more ways of how to reach both your current and potential customers, social media is a good way to do that. But don’t create a Facebook page just because that’s what everyone else does. Do it because you feel you have something of value to share with others. Do it to connect and interact with people who may care about the things you care about… like your product or service. Do it because you want to engage with the community, not because you feel you need to.