Why would a business want to hire a social media manager? To me, the answer to that question is clear.  And if you understand anything about the social web, you most likely agree.  The truth is that a lot of businesses out there simply have no idea how large social media has become, because they're either out of touch or simply really don't care.

The growing arena of social media has networks like Twitter, Facebook, and LinkedIn.  It gives you a never-ending selection of blogs and forums along with other places for news and ideas.  It provides the sharing of knowledge, videos, pictures, thoughts, and concepts.  This is where folks are talking.  This is where individuals are discovering new things.  And this is where you should be.

However, you have a business to run and you can't do all of this without assistance.  There are so many areas that you have to know about and on top of all the time.  There are so many resources available to help you to market your business that it can be come overwhelming.

Here are some steps to help you determine if you need to be using social media for your advertising, and if you have time to do this yourself – or hire outside help.

Step one:Assess the Social Media landscape to see where you fit in. As Marc Meyer (twitter.com/Marc_Meyer) says, not all companies or customers will be a match.  Additionally, not every organization should be involved with every aspect of social media.  But there are areas it is possible to take advantage of, whether you use it for support services, contests and promotions, tips, or brand building.  The secret is to understand it.

Step two:Determine your client from a social media viewpoint. Are your current customers using social media, and in what manner?  Are there prospective customers on the social web that provide an opportunity?  The better you comprehend your customers' behaviors on the internet, the more you'll understand how to get to them.

Step three:Invest the money. The reason why I say to retain the services of somebody whose main work it is to handle your social media endeavors is two-fold.  First, you need to provide them with control to speak, communicate, and adapt to your prospects.  Next, for brand creating, one clear message throughout social media channels is essential.  As "SMcuter" (twitter.com/SMcuter) would say, too many chefs in the kitchen results in inconsistency and badly laid out plans.

Seth Godin reminds us that when nobody is talking about you, you're uninteresting.  Nevertheless, you, you can start the discussion.  And you can take part in the discussion.  This is as true for big businesses like Microsoft and Sun Microsystems as it can be for local businesses like clothing stores and restaurants. Get people talking about you and your company.

The most important thing is to hire a person who understands the internet, a person with vision and imagination.  It requires a mix of different backgrounds, including technology and marketing.  It's actually a new job role, and one that a lot of people will be trying to fill.  Allow them to have freedom, provide them with a voice, and put them to work.  In the end, this will be an economical way to generate a buzz, to develop your brand, and to find new customers.