Are you throwing your money at a social media silo?
I'm following up on this article because I think it sums up a lot of what is typically happening in organisations - small and large - in relation to the management of social media at the moment.
What isn't happening is the adoption of measurement and monitoring as a key part of the overall business strategy - rather than just an add-on or a nice-to-have once you've tweeted and updated your facebook status for the day...
Make sure that measurement is a key part of your overall strategy because you can’t improve what you don’t measure.
Two things tend to happen - as summed up in this article which has influenced this post.