Social Media Marketing is more than just creating a Twitter and Facebook profile and telling people to come to it. The pros and cons of even using the largest Social Networking platforms have to be be weighed against your current efforts. If you have the opportunity to send 100 people anywhere, is it better to send them to your Twitter, your Facebook, or to your Website? If you can't answer that question with your target demographic in mind, then there's a lot more hard questions in store for your current campaign.  

If you're now seeing gains in popularity on your current profiles or think that you might, be prepared for the two-way street that is Social Media. Just as quickly as positive publicity comes, negative press comes just as quickly, and it travels ten times as fast. One negative comment or outburst can derail an entire decade of public relations, and simply removing the comment isn't the answer. Once the gates have been opened, it takes more than a tight lock to keep them shut.

If you find that your target customer has a habit of frequenting a dozen different Social Networking sites and you're barely keeping up with two, it makes sense that you'd be better off handing the extra work to someone dedicated to doing it. Sometimes it's better to be nowhere at all than everywhere poorly portrayed. Keeping your Brand secure across multiple social venues is the first step.