For most people, the answer might be both.

As a small business owner, you probably read about the importance of social media networking in Facebook, Twitter, LinkedIn, etc. You might even have a Facebook Fan Page for your business.

All these networks are wonderful to generate more contacts, to gain more visibility for your business and expand your contacts. However, many small business owners also realize that once they have all their profiles set up, participating becomes an incredible time-draining activity with no specific or direct or measurable benefit for their business.

Here are 3 key points to help you make the most out of this important social marketing activity. Make sure you:

1. Plan it!
   As with any marketing activity you perform for your business, make a plan that includes not only objectives but also an action plan. Set specific goals to ensure your social networking happens for a reason and will help you get more leads and/or clients.
2. Schedule it!
   Allocate time for your social networking activity. You don’t need to be available all the time. If you participate you must realize social media implies a two-way communications channel. You will have to respond and be active, but organizing this will ensure you make the most out of your time on these social networking sites.
3. Automatize it!
   There are many great online tools to systematize several parts of your social networking communications. Familiarize yourself with the tools available and implement the necessary ones to make your time on these networks a productive one. Better yet–hand this task over to your Virtual Assistant!

Remember the saying: “If you fail to plan, you plan to fail.”

RESOURCE: One of my favorite social media guides: Mashable.