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So, should you be utilising social media? People often talk about the likes of Facebook, Twitter, MySpace and Linked In as though they are well established and trodden paths to guaranteed results. The reality is far less certain.

The reality is that for some organisations social networking can be a highly effective and cost efficient marketing tool - but for others it will offer limited or no value. Which one are you?

The way to answer this question is to treat and evaluate the usefulness of social networking as you would any other communications channel and ask: who is your audience? Do they use and respect the medium? Can we contribute something of value to it i.e. will anyone be interested in what we have to say?

If the answer to these questions is 'yes' then it's probably worth giving it a try.

The best way to go about it? Be consistent but sensible in your approach. Building a presence and following through social networking takes time, so a little bit of time everyday is the best way to go, as committing time and money to any open ended process is never a good idea.

Who will Social Media work for?

Those who have something to say to a definable and receptive audience - in essence adding value to people's online experience. It can be an excellent way of promoting events, highlighting industry talking points and reinforcing your media profile.

How will Social Media provide a return on investment?

Social networking is definitely a process rather than an event - and like any process, it requires time and persistence. Build the right following, send out the right messages and social networking can be a highly effective and direct form of communication.

What will Frontier PR do?

Because online social networking should be treated like any other communications channel, the best people to manage it are those who understand your message and audience. Frontier PR will first establish if social networking will work for you, and then set about integrating it into your communications strategy and day-to-day routine, giving you the peace of mind that somebody is giving you the best chance of success without having to worry about it.