A lot of smaller businesses ask us if they should appear on Social networks such as Facebook and Twittter and our answer is usually yes.
Small businesses tend to be comfortable generating new business by word of mouth, referrals and other traditional marketing methods but less so by newer ways. The key to using Social networking is to make sure some resource is allocated to do this properly as if done incorrectly it can have a negative effect.
We generally recommend Social Networking is used to re-enforce your general marketing message but in a more informal way, the language used can be different and often the messages delivered can be different or from an alternative viewpoint.
One thing is for sure today business and personal lives are merging and crossing over with many users of devices such as smart phones and tablet PCs preferring to use one device for business and pleasure so people expect to see a range of information and messages. You must always remember with Social Networking your customers have taken the decision to follow you so they want to hear what you have to say so you are not trying to force information into their inbox or their post tray.