Want to know the difference between hype and reality? Look no further than the use of social media for business vs. ROI. While some brands, including Coke and Starbucks, have a great social media following their brands are still in decline. Why? Because social media is not a strategy it is part of an integrated marketing strategy.

In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they won't. And a brand that generates little or no conversation will be killed by one that does

A quick glance at the brands with top Facebook pages clearly shows what happens when you dive into social media without having a clear concise business objective in mind