To Tweet or Not To Tweet?

Valuations of Facebook, Twitter, and other social media companies have been constructed, in part, around the idea that their platforms will serve as facilitators for commerce – particularly for small businesses that lack large advertising budgets.  Some initial evidence now seems to say that expectations may overwhelm reality.

With a survey showing that only a tiny percentage of small companies see a profit rather than a loss, and most see no financial benefit at all (and self-reporting surveys tend to understate bad news). But the digital revolution shows no sign of complacency, so if you must tweet till your facebook is blue, here are five things to avoid, plus another five to consider.