It's become apparent that companies can't ignore social media. In fact, it seems companies large and small are finally realizing the power of social media to help them strengthen relationship with customers, employees and the general public. But before jumping in, it's critical that companies think long and hard about which social media tools are most appropriate for their company, brand image and the audiences they're trying to reach.  

There are countless articles out there touting the benefits of Facebook and Twitter for businesses, and some that argue which is more appropriate. We touched on this topic in a post on the Brilliant Blog late last year, when we discussed whether Facebook is the best channel for brands. It's amazing how much has changed since then - now countless companies and brands have Facebook pages. But the general premise remains - it doesn't make any sense for a company to embrace social media without an honest assessment of their needs.  

For example, for a business like Brilliant Ink, which provides B2B services, utilizing Twitter makes a lot more sense than Facebook for business purposes, because it's a more effective forum for thought leadership and connecting with other business owners. For consumer-focused companies, Facebook may make more sense because it allows for a richer brand experience. And don't limit your thinking to Facebook and Twitter - there are dozens of other great tools out there, including Yammer, Ning, YouTube and Flickr, not to mention the good, old fashioned blog.  

The bottom line? Companies shouldn't just  adopt social media because everyone's talking about it. It's important to take the time to think about how it can really further your business.