Social media in 2013

“With so many consumers spending so much time in social media and expecting so much of brands, our investments in social will continue to grow, but that does not mean our results will grow, at least in easily measurable ways. Certainly, all of our brands will earn more fans, see more comments and collect more retweets, but we all know this is no longer enough–our bosses want to know the business results we are delivering, and fans simply are not a business benchmark.”

Augie Ray definitely nailed it here in his post. Social media will require a closer look. In fact brands will need to re-look at their overall digital strategy — that encompasses every digital channel, including social. Mere focus on messaging and PR plays will no longer be enough to survive in the digitally connected world of ours.