Social media "isn't a fad, it's a fundamental shift in the way we communicate," says Lena West, CEO and chief strategist of xynoMedia. She advises business owners to focus on why they are using social media -- because their customers do -- and to use that principle to guide them in their efforts. She says that instead of trying to add social media to an already packed schedule, business owners should take a careful look at what is and isn't working in their marketing, and drop what is least effective.

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