The social world is unfolding rapidly. Costs are declining dramatically. People really expect you to be engaged in the social world. Not doing social makes you seem like a backward entity.
There are endless complexities and unknowns when it comes to social. Everyone wants a business plan and sometimes there is none; you simply throw ideas on the internet and see what sticks.
Like the great gold rush during the 1840’s many will try and some will get rich from panning for gold. More, however, will make money catering to the social and material needs of the miners.
We are like the forty-niners headed to California. We are uncertain as to how to get there and we are unsure of the costs “but” what we are sure of is that we are creating something new and unique and we will change things forever. All we have to do is figure out what is unique to our audience, deliver it and repeat that formula consistently.
And we know that if we don’t, someone else will.