Social Media Intelligence Isn’t Exclusive to Interaction and Participation

For many businesses and organizations, the advice surrounding social media is often loud and clear – “you need to engage or die”. The thinking behind this type of advice is that companies not already on social media are living on borrowed time and are already falling behind their competitors.

The problem with this advice is that it approaches organizations from a one-size-fits-all mindset.

It implies that, no matter what your goals are and how finite your resources may be, you need to be on soc...