A simple question with no simple answer to it. That is why it keeps so many people from connecting with a specific audience, preventing some from selling, others from buying. It's not clear, you see, even though some may say otherwise, which is the profile user for each social network. “For all its potential, social profiling scares me”, says digital strategist Jason Oates and he is mostly right. Social Media scares me too, for all the incredible amount of personal information it can share. And for the little relevance this information may have.

There was a time when content was available only to a few fortunate consumers. When owning a good book or a lyric drama meant power and standing above the average. It is almost unbelievable nowadays – not being able to see, watch, listen to whatever you want – out and away from the current madness content distribution process – when even most purchases are based on content related judgments.

But still, from the internet revolution, and making content available to all, many things have changed and are still changing. The way people perceive the commercial messages, most of all, has mutated greatly to the consumer's advantage.

It is not advisable anymore to propagate a powerful false message on the internet, believes marketer Seth Godin. Along with the social media evolution, the prospects' liberty in reacting to a “lie” has become greater and greater. The content has to be true, available to all and have the amazing property of causing a chain reaction: creating new content with the same properties, believes social media strategist Paul Cotton.

For there are many more things to find out about social media.

Not about realizing its importance, paying someone to post on your behalf or investing thousands in online advertising. But about really using Facebook, Twitter, LinkedIn and the other social channels, exploring every opportunity that the networks can offer and actually getting a better representation for your business.