I think the best way to look at social media is to view it as a way to open up new access points. These points can then be leveraged to create content, context, connection, and community. Do that well, and they can also add to lead generation, nurturing, and conversion. And that’s the payoff of social media. But get the order wrong, get the interaction wrong, get the participation wrong—and you may never see much return on the time you invest. Social media conversations are just that—open, honest, transparent conversations, not sales pitches or shouting festivals
