Some guys like to seduce a new girl every night at their local bar. It may be fun for them, but the drinks get pretty expensive. Relationships are more meaningful and more cost-effective in the long-run because the maintenance costs are easier on the wallet than a series of seduction tactics.”
— Sylvain Perron, Edelman Digital Canada
So it might not be the best idea to “join the conversation” if you just want to make your quarterly numbers. Don’t create a Facebook Fan Page if your product is a letdown. Don’t use Twitter if your intern will be running the campaign. Above all, don’t engage in social media if you aren’t prepared to change in the bargain.