I often get asked about how things work: Twitter, Facebook pages, blogs, podcasts, etc. Social media is so much in the news lately, and the results of an effective social media strategy are in evidence everywhere you look.

But it’s important to remember that a hammer doesn’t build a house. It is a necessary tool, but that’s all it is. Same idea applies to Facebook Pages, Twitter, blogs, or whatever combination of tools you might assemble to help get your message out and connect with people. People will often say to me “We want a Facebook page.” To which I normally respond, “That does what?” Very often, that is where the conversation ends.

Creativity, honesty, added value, humor- these are the things that will bring people to your brand. Technology is just an enabling device.