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Can I have some Social with my Media?

This “social” piece keeps getting left out.
I have had the opportunity recently to learn about a number of specific business's strategies and hear all sorts of questions around social media.  What I keep hearing is a desire to get the social media thing figured out so that these businesses can get the desired results (sales, publicity, buzz, whatever).
I suppose that makes sense from a traditional business perspective… from people trained to ask for the ROI… but it misses the point.
The point is that the being “social” part is the result.  Social Media, above all things, helps you be social.  You have to want that or the rest isn't going to work.