Social Media is NOT a strategy. I repeat it is NOT a strategy.
What the majority of companies need is an overall business strategy that encompasses the digital communication channels of places such as Facebook & Twitter.
Just by pushing your online campaigns through social media, does not make it ‘social’. Really what is happening, is that companies are doing traditional marketing, but instead of using traditional methods they are now using Facebook, Twitter, Linkedin, Youtube etc… Marketing in the last two years has just been rebranded and got itself a cool new name “Social Media”.
Social is something you are, not something you do.