I love this quote from Peter Shankman:

Social media is not “cool.” MAKING MONEY IS COOL. Social Media is simply another arrow in the quiver of marketing, and that quiver is designed to GENERATE REVENUE.

If you’re doing anything else with social media, here’s a book of matches, and I expect to never see you again after the smoke clears.

Too many people think of social media as a standalone concept, which couldn’t be further from the truth. I’ve told people for a long time that people that “succeed” with social media are those that have figured out how to use it to better accomplish their day to day goals. They are not the people who set out to “conquer” or “master” social media. They are the people who started with a GOAL, and asked themselves “how can I use the tools available to accomplish goal X?” Social media is one of those tools in the toolshed, or “simply another arrow in the quiver of marketing” as Peter says.

Wow – Goals? What are those?

Sadly, some people don’t seem to understand you always fail without a strategy and goals – and many “social media experts” fall into that bucket.

I’m with Peter. I’ll never hire a social media expert either.