Most of the time, when a business decides to use social media, there’s a “what,” but no “why.” For example, someone decides that the company needs a Facebook page, or a blog, or a Twitter account. And maybe they do. But why? Because everyone is doing it? Because someone in a seminar said so? How about this one: because creating a community of customers makes them more loyal, increases purchases and helps you improve what you sell and how you market it. As you use social media, consider the results you hope to achieve. That will immediately refine which media you use and how you use them.