Let's face it, social media can be a buzz word that many throw around:

"You need to optimize your social media."

"The best way to talk to your customers is social media."

"Social media is where your customers engage with you."

I admit, I was one of them. Social media is popular and in many cases, helpful. But many cases, it isn't for everyone, yet.

Just having a Facebook and a Twitter does not constitute as a plan and having scheduled posts can be equally as daunting. I will explain this in three simple reason why social media isn't for you. Please note that I am generalizing to compensate for a mistake that many businesses make.

1. You do not have a purpose for each medium

Let me start by saying that all social media channels were NOT created equal, i.e., Facebook, Twitter, Blogs, YouTube. Each channel is designed for various things and the content for each should be accordingly. Of course, in some cases they can be similarly used, for instance, sharing news or updates. Ideally, you would have some sort of pathway you would like your audience to follow: Twitter -> Facebook -> Blog -> Website -> Purchase

But each has limitations and the nature of those limitations create different uses. Understanding that mediums have an impact on your brand's voice is step one. For example: a businesses with a Twitter account and have hardly any interaction because they hardly engage or interact with customers, it's a status quo. We all know Twitter is an ongoing conversation and if there is a lack of effort or initiative, it will ruin the online brand.

2. You do not have the time commitment

Social media can consume your time and your life if you do not know how to manage it appropriately. Although it all depends on your plan. Do you plan on engaging with the customers you love or are you launching a full-blown campaign? Take for instance Richard Branson, CEO of Virgin Group: he tweets his own tweets. Granted, he is not always engaging in conversation, he is mostly sharing. Point being, if you spend a few minutes every day doing small things you can achieve your goals.

Business can achieve great things when taken in small steps. Take for instance Mitsubishi North America's Twitter. They have accomplished a great following over a gradual period of time and they take a very casual approach: small talk. They generally ask questions about their audience's experience and love to share it with others through positive reinforcement. They are not setting out to be the best auto conversationalist; rather a great place to talk about Mitsubishi autos. They tweet when there is something great to share and share it well. Over two years they have staggered out just under 900 tweets and it has paid off with 8,300 followers.

3. You are doing it because everyone else is/nothing else to do

This is the worst reason for a business to be engaging on social media. No plan, no goal, no reason, just because. The saying goes well with this: "Social media just makes a sucky business suck more."

Now that you are using social media, it is best to educate yourself on it, because chances are you are just going to enhance crap. Set your expectations and your goals. What are you doing in social media? If it is seriously a last-ditch effort, maybe look inward rather out. Success comes from within, social media just shares it. Again, generalization. But you see my point.

Of course, there is opportunity in everything. If it is a last-ditch effort, make sure you are doing it right with an expert or an agency. Perrier US caused quite a stir with their raunchy YouTube campaign where the more people who watched the video, other videos would be unlocked to extend the video which achieved around 11.5 million total views.

Just be sure that whatever you are doing online, realize that people can bend, twist, and destroy it. You no longer have control of this medium and consumers have the power to talk back. It's amazing and dangerous. Think it through, be smart, and think quality over quantity.