It seems that everywhere I turn, social media comes up. Independent producers as well as top studios look to harness social media to raise awareness for their productions. Customers are using it to talk about products and companies they love -- and hate. People look to re-establish their personal networks during tough economic times. Heck, your mother (or your kids) may be connected to you on Facebook.

But is this real? Specifically, can social media help your business grow?

The answer is a bit complex. Let's say it's both real and fake. I'm thinking 60/40. We'll see. You may think I'm being non-committal, but I'm not. The social media movement is filled with a lot of hot air right now. Just like the real estate market, the social media boom will pop.

But people need homes, and people have a real need to communicate with others in meaningful ways. Social media is a real communication medium that can be incredibly valuable, but getting started is like being thrown into a raging river and learning how to swim. It can be overwhelming at first, and if you look for help, you'll encounter a lot of bad advice. That's why I am writing this article, to offer you practical advice and real world experiences about how social media can help those of us who work with traditional media.

Continue reading the article here.