On AMEX, Seth Godin has a short video answer to the question: Is Social Networking Worthwhile for small business?

It isn’t about numbers as much as it is about Relationships. This is in exact opposition to the social gurus and LION’s (LinkedIn Open Networkers) who seem to celebrate the numbers. From my experience, the only contact with these folks is pushed at you – newsletters, “updates”, announcements, invites and other “it’s-all-about-ME” contact via Twitter, Friendfeed, Facebook and LinkedIn.

If you want to make social media work for your business, use it to inform, entertain, engage your audience. Create relationships with your social network friends. Help them achieve their goals.  That’s how you get it to work. Give and then get.  “Your brand is the quality of the conversation… Conversation is the Brand, ” according to Tom Peters.