Many reps (and manufacturers) are confused at what to do regarding the massive change driven by social media and social networking. A rep can't spend all day "tweeting" instead of paying attention to customers, new line opportunities and a host of other tasks. As with so many things in life, there is a balance. And now, the balance is shifting. Here are some suggestions that can help you manage this tidal shift in the way people communicate today: 1. Determine your goals. 2. Start with baby steps. 3. Get tools to facilitate your use. 4. Play well with others. 5. Relax. The social media craze is not about to stop. Plan your strategy and work it.