Shawn, this is not drivel, it's fact, unfortunately. Although it may be basic and obvious, the message needs to be stressed over and over and over again so people get it. In my opinion, getting to the basic business principles that Mark is describing and delivering measurable ROI is a unique approach, since few are actually doing it.

I appreciate the comment but, frankly, puzzled by it. My post reflects what I'm seeing a lot when meeting a lot of companies over the past few months. What you see as "drivel" is a reality for many businesses.

Mark

Any social media strategy requires basic marketing underpinnings. You have to start with "Who is your ideal customer," and understand your market, market segments, competition, basic SWOT analysis. WIth business and marketing goals determined, you can create a Social Media Marketing strategy that connects to your goals and allows for KPI assessments.
That said, I agree with the post's premise – Social Media is not a silver bullet, its a bullet in your marketing arsenal – and one that needs a clear target to succeed.

This is another piece of useless drivel. It’s the kind of advice or insight that is so basic and obvious that it smacks of naivity. How about offering a unique perspective or approach to the issue that would add some value? The more I read your posts the more convinced I am that you are a poser with no real understanding of how companies function or how to deploy technology for competitive advantage. C’mon give us some meat…enough with the sizzle!