Nearly every day there's another article telling entrepreneurs and small business owners that they must integrate social networking into their start-up.

But why?

Sure social networking sites like Facebook and neat tools like Twitter are hot right now—but that's only because they're the newest fun toys. Here's the problem though: how much or what effect these sites actually have on small businesses is far from tested, and certainly isn't proven. And while sites like Facebook are widely used (by college students and teens), others like Twitter are primarily a stomping ground for tech geeks. Are either part of your target market? While it doesn't hurt to mention social networking in your business plan as a potential marketing tool, it shouldn't be your focus. If you're starting a new company, don't waste your time spending days setting up a tricked out MySpace page that may only have a minimal impact on your business. It may sound obvious, but your time is better spent on techniques that are actually proven to boost sales—such as search engine optimizing your website.

All this is not to say that you shouldn't give new technology a shot when it comes to marketing your start-up. The great thing about sites like LinkedIn and Facebook is that they're totally free, so if the effect they have your business is nil, it won't be an expensive mistake. And if it works out, all the better. However, despite what the blogosphere and press would have you believe, it's not critical to the functioning of your start-up. Think about it: these guys haven't even figured out how to make money for themselves yet.