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Social media are evolving quickly, and in this early stage no one can predict how it will all shake out. But as business slows down and marketing budgets are trimmed, many people see media outlets such as Facebook, Twitter and YouTube as a modern-day miracle for advertising, PR and promotion. They’re cheap. They’re simple to operate. And they’re a gateway to gazillions of people ready to read whatever you write or record with your camera.

Does anybody think this sounds too good to be true?

Social media have tremendous potential for many businesses, but they’re not inexpensive, unless you’re blind to…