One of the major advantages of online marketing is the rapid and ever-changing marketplace. What works for one company may not work for another, and what works today may no longer be as effective tomorrow. It is this constantly changing landscape that social media marketing represents.

Businesses that are new to the Internet and are not familiar with the technology can find themselves in a quandary when it comes to advertising on social media sites. If you are a business owner who is just beginning to explore the benefits of social media marketing, the following advice can help you get started:

First, most business owners feel that using social media sites like Twitter is simply a waste of time. After all, it takes hardly any time at all to tweet and other forms of communication to market your products or services. While Twitter can be a good way to connect with your customers, it should never be used as the primary means of marketing.

Second, remember that social media marketing is not about massaging the emotions of customers. Use humor to lighten the mood of your message, and be genuine and honest about your product and your business. Your target audience will not take too kindly to sales pitches that appear too salesy. When they see that you are truly concerned about your customer’s satisfaction, they will become loyal clients.

Third, social media marketing should not involve spamming. In fact, when you first begin promoting your business through social media, it is probably wise to implement a limit on the number of friends you have on Facebook. A mistake many people make is to allow their own network to grow before they actually start asking questions about products and services. Once you have some friends in place, stick with them, and encourage them to ask questions.

Fourth, be careful not to go overboard with self promotion. Do not create an advertisement, which is not promotional, and then start posting it to all of your followers. Have a target audience in mind before you write your message, and only promote your products or services to your friends. As your following grows, make sure you meet the needs of your audience.

Fifth, always make sure that your message does not make claims that you cannot deliver. Always give your customers plenty of time to make decisions. While some people may be convinced by word of mouth advertising, others may not be.

These five simple tips should help you avoid potential marketing mistakes and keep your audience interested in your product and services. There is nothing wrong with adding social media to your marketing mix, but do not overdo it. Take a long look at your marketing campaign, and make sure that you are meeting the needs of your target audience.