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In fact, if you are just starting out and managing your own sites, I will tell you right now NOT to reflexively join every big network. Here’s another piece of advice I’ve not seen elsewhere that I have found applicable to my consult clients: Consider your personality and that of your business, and the communication style that fits both to spread your message. If you love to write, for example, a blog is a great alternative, coupled with perhaps a Facebook Page or Twitter to direct traffic to it.

Please, don’t drink the “You have to be on every site to be successful” Social Media Marketing Kool-Aid. Do your homework on businesses like yours to see which sites offer the greatest chance for success and have proven so for your competitors. If you’re a Creative in a design field, Pinterest is a great way to go and offers the benefit of being the best for driving high quality, ready-to-buy customers back to your website.

Find out where your customers and prospects spend their time online and what they do there, pick one or two that make sense, and focus on them.

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