How often do you crack open the instruction manual for the new TV, car, or piece of software? If you’re like most, the answer is never. Reading through an endless list of functions is both irrelevant, and incredibly dull. In other words, a colossal waste of time.

Why then, when it comes to digital strategies, so much focus is on what each social media venue offers, instead of how social media fits into the processes and plans that currently exist, and how it integrates with other digital tools, such as marketing automation, CRM, ERP, etc?  In too many cases, social media seems to be a solution in search of a problem.

Instead, flip this equation around and think “backwards”: if you’re stuck on social media, think how it can make real world processes more efficient, more engaging, and less costly.  How can social media help the recruiting process? How can it be used for better lead generation and prospecting? How can it be used for more focused (and faster) product development? And so on.

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