When I was three-years-old, my mom signed me up for ballet with the rest of the rhythmically-challenged preschoolers. Instead of jumping into my tutu and hitting the dance floor with the other girls, I raised an eyebrow in judgement.

I agreed to go to the class, but only as an observer. I would watch from the sidelines, with the comfort of a juice box and my stuffed duck, Quack Quack. Once I determined that the instructor wasn’t obnoxious, the dances weren’t humiliating, and the other girls weren’t making fools of themselves, I agreed to partake the following week.

Even now, I still have that same cautious, let’s-see-how-this-affects-other-people-first approach to new things. Especially social media. I never had a MySpace in high school, was the last of my friends to finally get a Facebook (tag me!) and have observed the demise of today’s social flavors of the week thinking, one less account to deactivate!

Adding in the pressure of managing professional social media accounts takes my tactic to a whole new level.

It’s important to be cautious with your company’s social media presence. There’s probably no reason for a healthcare company to use Snapchat or accountants to make Vine videos. Know your industry, know your company culture, and know what you can get away with.

With that said, you still have to embrace the power of social media. It gets your content to a lot of people very, very quickly. You can share blog posts on your company LinkedIn page, Facebook profile, and Twitter account. Put webinars and presentations on YouTube and SlideShare. Announce updates, events, and conference dates on Google+ and even Instagram.

Social media attracts buyers to your brand across the entire sales cycle when they stumble upon your content, consume it, and continue the conversation on your website. It’s okay to sit back with your juice box and observe how others are using their tools. However, once you put on that tutu and strap on those ballet shoes, dedicate yourself to your B2B social media presence.