Hi Chris, this is exactly it. This is the only thing that matters. What is important to my clients/customers/users/etc.? But no matter where social media is used, if in enterprise 2.0 or for brands as a marketing tool, the answer is not as easy, is it? Clients want to know what's in for them, right from the start: How much does it cost? What do I get in return? For instance, performance marketing has a clear answer: best performance (clicks, leads, actions, etc.) for your budget. What is your answer? - Lars Wehmeyer

Simple, but, profound, Chris. The company I work for needs to consider this. In every form of public communication, they load up the message with the excess baggage of them. Since 19--, Serving the public -- Bringing -- to -- for -- years. The website, marketing emails, the print ads all tell a story of the company, how proud the owners are of it, what vast inventory they have, etc. By the time they get to the purpose of the communication, there's no chance of message clarity. The visitor, the recipient, the viewer doesn't know why they're there. - stephen harlow

Chris - 95% of what passes for marketing is done for the benefit of the guy who writes the paychecks. Sad, but true. - Mike Seidle