In order to apply social media for business: pull yourself out of the marketing buzz.
This article gives a starting framework for developing a departmental matrix for on-going social media initiatives that is focused on revenue and business goals. It addresses the driving factors of why people make decisions and use certain tools (without focusing on what the specific decision or tool is.)
Social media isn’t the ‘one size fits all’ solution for business.
It isn’t really a solution for business at all.
Social media is an evolution of how people communicate.