This is a guest post by James Ainsworth of Marketing Donut.

The hype of social media is at times, a near spiritual fever. Understand this, NOT everybody is doing it. Don’t panic and don’t rush into it because of all the noise surrounding social media. Those who are prepared to incorporate it as one element of a wider marketing strategy are the small businesses that prosper. @Pearcafe, @BrothersCider and Crystal Jewels all use various platforms well.

You shouldn’t introduce social media as a marketing practice to your operation if it doesn’t serve a true purpose.

In order to ascertain a need, it is imperative that you adopt a ‘Them’ and ‘Us’ mind-set. What do you want from it and what do you think your customers might like to gain from your presence on social media channels?

If you are thinking of getting involved, the more the merrier, just make sure it is a commitment you can sustain and above all, from which you and your customers can benefit. Social media is for you as much as it is for them.

Give it a go but don’t expect the rapture of instant business that you may have been led to believe is available. Build a following and work with it to create organic and tangible business growth.