Social media is a wasted investment if the wrong numbers are valued over the right ratios. Social media is not a sales promo blitzkrieg, social media is an engagement strategy.
Culture is the way things are done. Getting something done in a culture is understanding what the culture values and how to navigate.
A relationship built on a transaction is a relationship built on perceived value; sales or otherwise. A relationship built for a sale is a relationship that starts with the end game and that end game is more transparent to the mark than you realize.
Social media strategy provides proof of involvement and the real tolerance an organization has to listen to a diverse community of voices and harness the contrarians.