“I know I should blog. I just don’t know why.”

I hear this comment all the time. Business people are having social media shoved in their collective faces like a kid getting a dose of castor oil. I know it’s supposed to be good for me, but I don’t want it.

Social media, blogging and social networking definitely have a place in your marketing strategy, but if you don’t understand how it works, you can’t possibly leverage its advantages. Throwing up a Facebook Fan page and a blog and then leaving them unattended is a total waste of time. You should look at the underpinnings of social networks, and—just as with any other marketing medium—create a set of goals to achieve with it. You wouldn’t send out a direct mailing without knowing your call to action or run a print ad without your logo or contact information. Diving into social networking without a clear plan will deliver just as many results as these examples; in other words, zero.

Social networking exists to create and cultivate relationships, not generate sales. Your goal should be to attract potential customers and engage them in ongoing conversation that builds trust. When they feel comfortable with you, the word-of-mouth component kicks in.

Focus your blogs and your updates on educating. Share information. Retweet or link to useful articles. Use it as a customer service tool: Answer customer inquiries in front of your entire network so the others can see you’re responsive and accessible.

You can calculate your social networking ROI by the number AND quality of your connections. When your community is involved in communicating with you and with each other, you’re on the right path. And it will lead to sales, directly and indirectly. Just put away your sales pitch. Like the castor oil, it’s hard to swallow here.

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