Your business or nonprofit’s Web site is an important component in your overall marketing plan. But typically, a Web site only offers one-way communication. Thus enters the realm of social media. But before you decide whether to disregard or embrace social media, there are a few myths you need to ponder.

1. Social media is a flash in the pan.
   As much as some people would like to believe social media will disappear, it doesn’t seem to be slowing. Yes, some sites may decline in popularity or specialize in certain markets, but the need to be ready to engage via social media is here to stay. In February, Facebook reached the milestone of 400 million active users. Any business or nonprofit trying to grow its audience better pay attention.
2. These sites are only for the young.
   As of January 2010, only 40% of Facebook’s users are under 26. As of April, nearly 40% are over 35. While the learning curve may be steeper for adults less familiar with technology, the draw to communicate with distant grandchildren and long-lost friends is causing the numbers to skew older every day.
3. It’s a time-suck.
   There’s no doubt that maintaining your social media presence requires dedication. To make the most efficient use of your time, you should:
   a.) Be selective about the sites you participate in. No one can be everywhere.
   b.) Schedule your updates by using an editorial calendar. Planning ahead prevents you from getting stumped on what to post.
   c.) Take advantage of tools such as automated status forwarding (linking Twitter to Facebook to LinkedIn) and Twitter schedulers, which will release your tweets at designated times.
   d.) Remember your purpose is business networking and check your personal profiles after hours.
4. It’s just another venue for self-promotion.
   Social media should not be used solely as a venue for one type of message, such as press releases. This is an opportunity for your organization to show some personality, and interact with customers/donors.
5. Build it and they will come.
   Creating a profile alone won’t give you thousands of fans or followers. Your strategy needs to include ways in which you’ll engage the audience. Holding contests, asking questions, posting articles or related information are all ways to connect with your desired audience. Be creative!

Social media can almost assuredly help your organization if used properly. Now is the time to explore the options.

Taryn Chase Jackson runs Crimson Clover Creative (C3), an editorial and social media services company.