As with most new media, techno-enthusiasts tend to jump in first, followed closely by businesses at the encouragement of like-minded in-house advisors; the rest of us who did just fine without it eventually get dragged in, kicking and screaming. Such is the case with social media, which has become an inevitable and invaluable marketing tool.

For those who still wonder, “What’s the point?” of social media, you need look no further than any famous actor, reporter, TV/radio personality or athlete. They all have a page; every one of them. One nationally syndicated radio host used to bad-mouth Twitter on his talk show. Now, every Friday he gives $1,000 to a random follower just to grow his base.

Creating a social and, more importantly, interactive form of public relations in real time has become the only form of media that, by definition, evolves with the attention span of society. Because it essentially is society. Public appearances, book signings, premieres, and radio and television interviews can take weeks to successfully promote via traditional methods. But they can be shared in just seconds with “friends,” “fans” and “followers.” And it’s a virtual guarantee that you’re reaching your exact target market.

From Britney Spears to the leader of the free world, social media users have an effective, accurate, and instant method to get their messages out to the people who are already willing to listen to what you have to say.