Social media has come a long way in a very short time. From humble beginnings last decade as a means primarily for high school or college-aged computer users to communicate with friends, social media options such as LinkedIn, Facebook and Twitter now are more a necessity than a forward-looking luxury in the business world. A business needs to have a firm plan before dipping into these Internet waters. At their core, social media platforms are about cultivating relationships, not just about steadily downloading one's own ideas and information about products or services. While social media is an increasingly crucial part or doing business in the modern age, it's not the entirety of anyone's business.