Social media is a powerful way to communicate because like all real communication, it’s a two-way street, an opportunity to engage and build relationships with people.

You shouldn’t invest in social media for a quick return. If you’re going to invest in social media for your business, you should view it as a process to build relationships potential customers, and strengthen relationships with existing customers.

It’s easy to get caught up in all the different channels and tactics: Facebook, Linked-in, Twitter, Forums, Blogs, Podcasts, and Videos.  New channels spring up daily, it seems.

What ultimately matters is the value that others place on your communications and the relationships that you are building.

But be warned.  Too many business owners try Social Media and expect a quick return. They’re comparing Social Media to sending out an email blast, or dropping a bunch of sales letters or post cards to make the phones ring.

Acknowledging others is the greatest thing you can do.

If you are actively listening to someone, its customary to acknowledge or confirm what they’re saying to show them you understand what they’re saying.

It’s not only polite, it’s good business.

If you’re blogging, you should be thinking more like a publisher than a sales or marketing executive. Publishers are thinking about the issues and trends that matter most to their readers and they develop editorial direction based on those issues and trends.

If you’re social networking, you should actively engage others by acknowledging them and show them you’re listening by commenting on their blog posts (be sure to add value to the conversation), retweeting and replying to their tweets, “liking” and commenting on their Facebook entries.

Instead of a return, what you should aim for–and expect–is feedback. Do people agree with you? Do they disagree? Do they have something to add? Do they “like” what you’re saying? Do they ignore it?

Like any process, it’s an opportunity to learn. And based on what  you learn, you’ll find new opportunities to serve.

And if you’re really good, you’ll some lead and sales, too.

Results. Everyone’s looking for them, and a savvy few get them.