Jumping into to social media can be like jumping into construction.
If I came to your house, parked a brand new construction truck with all the latest tools and then told you... "Hey, I have some property down the street and here is a construction truck with all the tools you need to build a house. Please start tomorrow." Then I just walk away... I am assuming that you know how to build a house.
That is the same as if I show you Facebook or any other social network and you jump right in. That is assuming that you know about marketing.
We have to learn to be great marketers and then use the best means of communication. Social Media is amazing at reaching larger numbers of people in a shorter period of time, but we still have to know how to do that. Your friends can tell you, I'm do this or I'm doing that, but is it right for you and if it is, what are you going to say.
Learn marketing, learn what to say, how to say it and where to say it. This will yield you so much more.
Once you under stand that, then it doesn't matter what new social media tool comes your way. It may be a new shiny megaphone, but you already know what to say. That is the key!
Know Marketing! Know what to say!