Everyone’s searching for an easy way out. And Internet-based marketing campaigns are no exception. In fact, some of the draw of marketing your business online is that, at first, it seems easy, inexpensive, and relatively labor free. That, however, is not the case. Like anything else, it requires some effort, time, and attention to truly pay off. In other words, it ain’t a get rich quick scheme but it is a viable and valuable tool for any business hoping to capitalize on the popularity of social media.

Here’s a short list of simple do’s and don’ts to help you accelerate your online opportunities …

Do Adjust Your Attitude: If you’ve registered for a social-media page or two and are now lounging poolside waiting for the business to start rolling in, this is the easiest and quickest way to change your fortune. Stop expecting something for nothing and start using the resources available to you. Social media is a tool but it won’t work itself. And expecting it to is no better than buying a hammer and expecting it to build you a house.

Don’t Give Up Immediately: A social-media campaign won’t succeed in the first three days. Probably not even within the first month. It’s gonna take some time to build up some content, fans, followers, and strategies. Time, consistency, and communication are the keys to success. Keep at it and stay engaged.

Do Import Your Contacts: All of the major social-media sites make it as easy as possible to transfer your email contacts to your page. Now you may not want to invite your mother to join you on LinkedIn but you’ve got to start somewhere. And inviting the contacts and connections from your address book will provide you with a foundation to build on. Announce your new page and ask people to connect with you. It’s far more effective than waiting for them to stumble upon your site on their own.

Don’t Skip The Photo: It’s 2012 and, if you haven’t yet figured out how to upload a photo, ask someone. ‘Cause chances are you know someone that can help you achieve this relatively easy and ultimately important task. Having a Facebook or Twitter page without a photo or logo or something that makes it seem as though you care at all about your presentation is a surefire way to make it look like you can’t be bothered. This is your business and wherever it is represented online should look professional.

Do Think About Content: Sure, you can have a presence on LinkedIn without having any content to share. You can do the same on Facebook. But, in the end, content is what gets people on your page and returning in the future. It’s also a way to further brand your business and help potential customers familiarize themselves with what you do, who you are, and why they should choose you over your competition.

Don’t Worry About Numbers: It’s easy to get discouraged if you’re trying to compete with Oprah for followers and fans. You can’t win that game. You can, however, approach your social-media campaign as a vehicle for spreading your message locally. In other words, you don’t have to have 1,000,000 friends and connections online to build business. You should concentrate your efforts on linking with people in your region and industry. Having five followers on your Twitter page that are in your area and looking for your services is better than having five million in China. It takes quality online connections, not quantity.

Do Explore The Possibilities: Nobody can tell you the best way to market your business. It is, after all, your business. But spending some time exploring what your social-media page of choice can do may result in new and exciting ideas. There are an endless number of applications, tools, and resources available on LinkedIn, Facebook, Twitter, WordPress or any other social-media page you choose to use. Learn what they are and how to use them. Chances are, if there’s something you’d like to use your page for, there’s a tool to make that easier for you. Take some time and fool around. You may be surprised at the functionality available to you.