A recent study shows that 85 percent of Americans believe companies should use social media sites such as Facebook, Twitter and YouTube. The phenomenon has inevitably created countless social media “experts” who claim to have the secret sauce that will build brand awareness and profits by Twittering.

To all this hubbub we say, “Not so fast.”

Even though social media and the “conversations” they spark can benefit a range of businesses, you should be wary of claims that a consultant can supercharge your business using social media.

It’s a new communication channel, and we’re all learning as we go. But one thing’s certain: It presents fantastic opportunities, and ignoring it can be a grave mistake.

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