B.L. Ochman, BusinessWeek

For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.

But before you take the plunge, bear in mind the many myths that surround social media.

1. Social media is cheap, if not free.
2. Anyone can do it.
3. You can make a big splash in a short time.
4. You can do it all in-house.
5. If you do something great, people will find it.
6. You can’t measure social media marketing results.

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