Social media is something we hear a lot about. It is the new kid on the block within the marketing mix. However, the purpose of social media is often not understood and the question is often asked by business owners "should I be using social media?"

It is a good question, as often doing it wrong is worse than not doing it at all. Without writing an entire book on the subject here is our view on it...

Generally social is not a platform for selling. Following loads of people and then hammering them with lots of product prices, offers, promotions etc is not a good idea.

As with all the other digital marketing channels the same more traditional marketing rules apply.

It is ok to put in the odd product message, but don't lose your credibility but doing it all the time.

Ask yourself, how do you feel about being approached in the high street by energy companies, tv companies etc trying to sell to you while you are minding your own business browsing the shops?

Social media is all about engaging, building positive relationships and communities. By building these communities you are building trust in you and your brand. Sure from time to time it is ok to put in the odd product message, but don't lose your credibility but doing it all the time.

You want to position yourself or your business as an authoritative source within your sector. Then, when anyone in your community is thinking about buying a product/service in your sector you are there to help. Because you have built trust already the sales process is that bit easier.

So, in answer to the original question. If you can find ways to engage with your customers, provide them relevant information or tell a story then, yes, social media is for you.

That may sound really difficult to do and often because business owners are so close to the coal face it is hard to see how it can be done.

There are always topics to talk about around the peripheral of your business that your customers will find interesting and will show you know what you are talking about.

If however you don't have the time and really can't think of ways to engage with your customers then hold fire. There is nothing worse then an unattended Twitter account. This is a giant red flag for people that says "we aren't great at customer service".

The old sales adage "people buy people" is still true. Social can help put the human side of your business over which, as long as you are doing it well can really help boost your business performance.

Good luck with your social!

• Sleeping Giant Media are a fast growing search marketing agency based in Kent. Our core services centre around Pay per click (paid search), search engine optimisation, search training, mobile marketing, analytics, social media marketing and online reputation management.

www.sleepinggiantmedia.co.uk