A few weeks ago, I wrote a post about the seven key benefits of social media. My intent in writing that post was to provide an overview of the benefits a business can derive from engaging in social media. I attended a local business networking meeting yesterday and as I listened to the various pitches from business owners about what they offer, it dawned on me that there was a critical gap in their pitches – a gap that I know extends to their social media engagement (for those who use social media – and not surprisingly, quite a few don't). What’s the gap? It’s engagement without intent.
With all the talk surrounding the hard math around social media ROI, it’s easy to lose sight of the fact that there are many ways that improvements in a company’s social media efforts can yield significant dividends.