One thing I learnt in my 4 years at Art School is the importance of the process and not the end product. This holds true for Social Media as well. In fact there is no end product for a SOCIAL businesses unless you think of it as the sale— but all great sales people know that it is when the sale is made that the work begins as one now needs to communicate with the client in order to maintain the account and secure future business. Clearly Social media is the way to go when it comes to this process.
See on gigaom.com