At the Texas Public Relations Association 2008 conference everyone seemed to want to know about one thing...Social Media. What I learned was that a lot of the more traditional PR practitioners saw tools such as Twitter as a big waste of time. Apparently, they were using it wrong. B.L. Ochman writes for BusinessWeek.

Here are 6 Social Media Myths that some people fall for.

1. "Social media is cheap, not free." In a effort to combine it with a marketing scheme you must invest in time and money.
2. "Anyone can do it." This is true, but it refers to how many people can actually use it effectively to meet their client's goals. Not many.
3. "Big splash, short time." You have to be patient, you can't expect success in a short period.
4. "It's all done in-house." You need to develop relationships outside of just in-house. A combination of efforts will help you succeed.
5. "If it's good people will find it." Driving your traffic toward your content is how you can take the initiative to begin a route for success.
6. "You can't measure social media success." There are several tools that you can use in different social media channels that can help evaluate your success.

Make sure that you follow these guidelines to ensure that you usage of social media is worth your time.