Social media is so simple that some people can't wrap their minds around it. Blame it on the baggage of traditional thinking. However, we can use traditional thinking to help explain the relevance of social media – especially in business.
If you believe that face-to-face meetings with a handshake is the best way to close a deal and that word of mouth advertising is better than anything you can buy – you're 100%, dead-on right. However, somewhere along the line we got sucked into thinking that dictating the message downstream to the minions was the best (and only) way to go about it. It was like a full court press of control.
This is new. Different. Unfamiliar. Social Media is face-to-face in a virtual environment where open dialogue is encouraged and you have the opportunity to make your customers your brand ambassadors.
Simply stated, a properly executed Social Media strategy is like positive word of mouth advertising on Red Bull. Just be careful, word of mouth works both ways.