It is unlikely you have come across this here before having already seen it on briansolis.com. I’m posting it anyway: Stop talking about social media.
Several of us have been saying this for years. I think it takes someone with enough mainstream social cred to say it for a shift to occur. Here’s Brian’s quote:
Executives don’t think about tools they think about results. Aligning social and digital strategies with business objectives and priorities is the foundation for earning buy-in from the c-suite. Talking about Facebook, Twitter, Youtube and attempting to create “new” metrics to substantiate investments is ultimately a losing battle. And quite honestly, you’re risking competitive positioning and customer relationships by not thinking about engagement in channels where people are of their own free will and mind to come and go as they please.