Socialmediaworx

eMarketer is reporting that, “In less than five years, nearly half of all U.S. Internet users will visit at least one social networking site on a monthly basis, as will more than 80 percent of all teenagers – a demographic that is fueling the growth of the category by making it a core part of their Web surfing experience.”

And while I’m excited about what these numbers mean for social networking and subsequently social media, I’m concerned for the for the company that reads this news today and jumps to the conclusion that this means they need to rush out and build their own social network to capture their slice of the pie.

What they should be doing is taking a deep breath, and carefully evaluate what it means to join the conversation with the people and customers they care about.  The beauty of online communities is that there are countless ways to meaningfully engage and participate. True, for some companies a killer niche network will be the perfect tool. But for most, finding a simple, sustainable and genuine voice in the conversation will be just the right fit.