You have to do more than show up. Social media and all its tools were about showing up. Big deal. You’re there. Now what?

What we’re working on in 2012 is helping companies start a campfire. Make content (the fire) that’s interesting and that draws people together to talk, and then nurture those relationships for whatever might come next. That’s the goal.

Why would you try to make commercials and contests when you could do something far more powerful by trying to build a relationship that matters with your prospective buyers?