Bucking the social media trend - by Cristina Alarcon The pitfalls of using social media for business purposes. Something tells me that 2011 will see a plethora of business-boosting innovations, not the least of which entails marketing—“putting yourself out there” and increasing visibility. Although this can be accomplished in a myriad of ways, more and more organizations are turning to the virtual world of social networking. And while some of us dawdle with our “still-underconstruction-webpage”, others are up and running on Facebook and launching iPhone applications so customers can stay in touch. And why not? After all, the virtual world seems a great way to reach out, and best of all, advertising is free—at least on Facebook. And yet everything comes with a price. If there is anything about Facebook that makes me cringe, it’s that “open-for-all” Wall. It’s really great when people post kindly wishes, but can you imagine complaints about your services being plastered...