Social Networking: Will It Really Help Your Business?

After the Super Bowl in February, ESPN interviewed the Pittsburgh Steeler coach after the team's last-minute victory. The reporter asked the coach about the victory. "It all comes down to blocking and tackling," the coach said. "You can implement all the strategy and systems you want, but at the end of the day, it all comes down to blocking and tackling."
The Steelers were one of the few teams that didn't rush out and implement the trends of the day, the "West Coast" offense, the "Four Receiver" format, the "Wild Cat" offense, etc. They stuck with the basics.
How about your business? Are you sticking to the basics and fundamentals that will guarantee business.
I see a lot of business owners, especially sole proprietors, spending a large amount of time on Twitter, Facebook, LinkedIn, etc. I know all the consultants are telling you to get on board or else, and playing on these social sites is certainly fun. But stop and think for a minute. As a sole proprietor, you only have so many hours of the day. Your focus should be on getting your message out to qualified prospects.
I've got a strange feeling that one of your competitors can do a better job of reaching qualified prospects with a phone book, a phone and a few cold calls. There is only so much time in the day. It boils down to blocking and tackling. Just make sure that's what you are doing.
--Ron Ameln, SBM