Then there is a whole group of people who feel that social media is something more fundamental than simply a marketing tool. Some people believe that social media is not a channel to sell things but it is something that should be used purely to engage with your customers. An extension of ethics – something so core to your business that you should be just “doing it” and not thinking about what you get back from it. I’m of the mind that it’s a pretty diverse platform; you can use it to sell just as well as you can use it to listen.
—Social Media ROI