Man is by nature a social animal; an individual who is unsocial naturally and not accidentally is either beneath our notice or more than human. Society is something that precedes the individual. Anyone who either cannot lead the common life or is so self-sufficient as not to need to, and therefore does not partake of society, is either a beast or a god.

aristotle A wise man that Aristotle chap. In which case why are we so excited about Social – as if it is just been delivered by the gods.

Once more, we seem to be confusing the tool with the outcome.

I love Social – I really do. It is making the world a more open, transparent place. But we need to keep our sights set on our objectives. 1,000,000 twitter followers may help your business – they may not. Being on Facebook and Google Plus may help you – it may not. So what is to be done?

Do not forget everything you have learnt to date. Remember where you are headed. Measure everything that matters – and BTW – those last two words are KEY.

Ok – last piece on this article – I promise.

The phrase; “Go where you customers are.” has always been true and now it’s truer than ever. Your customers and prospects use social media. Their employees use social media. Their fans and detractors use social media, and they are ALL talking. This chatter is information. Information the best and most sophisticated sales professionals are using to find qualified leads and grow sales. The best are using social selling right now to be where their customers are.

Totally agree – but never confuse conversation with process and action and results.

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