We know the problems with social media (my own personal issues, as well as the world’s–privacy, egotism, et cetera). But social media is actually one of the best tools journalists have today.
Facebook is seen as a viable business platform, but it isn’t much use for spreading news quickly and accurately. Facebook will let you share with your friends and promote to your fans, but it’s hard to reach outside of your usual social bubble without significant eddort and promotion.
Twitter and Tumblr have it right in this respect: they allow “followers”–strangers who are interested in what you’re saying have the option to bookmark you and be automatically updated whenever you have a new post. Then they can share it with people who have followed them, who may or may not have similar interests. This means your information is spread faster and more effectively than if you only told your closest friends (as on Facebook, or the ancient platform of MySpace).
In turn, when you have gained a significant following on these even-more-social (relative to Facebook) social media sites you will become more determined to provide better content for your audience. There’s no blogger in existence who hasn’t apologized to their readership at least once for not posting often enough. So you’re more motivated, and at the same time your content will be refining itself–what does your audience want? what are they interested in? what will they come back for, what will they share? The content will (hopefully) increase in quality and be consistent in volume. Twitter, Tumblr and like sites are perfect for finding your online niche. Post what you’re interested in, get feedback, refine, rinse, repeat.
In the end, keep Facebook for personal connections–but make sure to use everything else out there to your advantage.