Isn’t it funny how every man and his dog is offering seminars on social media in business? How many events must one endure to realise its not for the faint hearted. Yes, in theory everyone is capable of investing such time into engaging in it and yes, most people after sitting through the first event on the benefits come out with an understanding of how to do it. But let’s not kid ourselves, when it comes down to it few can see it through with any real prospects of turning it into business. I’m not suggesting every business should be paying AsOne to engage in social media but I do feel those businesses that embark on social media without a true plan of action based on an understanding of how and why it will work are preparing themselves for a lot of work with little reward.