I am a marketer that is invigorated and driven by the possibilities and opportunities of the online world. I look at it as an opportunity to quantify what we haven’t understood for years – attention, comprehension and the very fabric of our social interactions with each other and how that leads to buy into a brand experience.

The opportunity is in quantifying what was previously immeasurable not defending the new ‘immeasurable’ territory of social media.

Freemium isn’t an excuse to not make a profit, the brand experience does not supersede the need for results and finally coolness should not play a role in real business strategy.

Let’s not get carried away here. Slow down and don’t fall in love with the technology (email is still my bread and butter). It is still just a tool and has to be a part of a thought out business strategy with an laid out scope, objectives, expectations and yes, limitations.

At the end of the day your social media campaign needs to lead to someone picking up the phone and saying hi or walking down the street and thinking about the brand differently.

If that isn’t a part of your social media strategy, then you are a hobbyist (similar to day time television enthusiasts) not a social media expert, strategist or guru.

Lets not fall in love with the shiny and glittery things, there are huge opportunities to use these tools to make a real impact in the business world. How about we don’t put them to waste?

Photo credit Hubspot