By Anthony Silva, WBZ NewsRadio 1030

BOSTON (CBS) – “Listen. Learn. Care. Serve.”

Those are the four simple words that provide the basic guidelines for businesses using social media, according to Laura Fitton of oneforty.com, one of the panelists at Thursday’s standing-room-only WBZ Business Breakfast.

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Listen to Laura Fitton

Fitton along with author Paul Gillin, blogger Mike Troiano, and SCVNGR.com Chief Ninja Seth Preibatsch provided expert answers to the dilemma most small and medium companies face.

Listen to Seth Preibatsch

They agreed that many companies acquire the necessary tools, but never fully address the real goals of their social media presence.

WBZ NewsRadio 1030’s Anthony Silva reports

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Gillin said some companies don’t need a social media strategy, “just like companies don’t need a copier or stapler strategy!” He said social media is a set of tools that allows companies to reach the constituents they’re trying to reach and to engage them.

Listen To Paul Gillin

Mike Troiano added that when companies have a bad experience with social media, it’s the user’s responsibility, and not the fault of the medium.

Listen to Mike Troiano

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Coming soon: Highlights from the WBZ Business Breakfast on Social Media