I found myself asking the title question to a manager asking me for advice regarding a social media strategy he was paying a lot of money for. The strategy was simple and you’ve heard it before: build facebook apps, get more likes, get more shares, get more retweets. Nothing wrong with that, but where are you taking the people liking your facebook page?
The whole strategy missed the point: the man needed trafic for his website and sales. The company building the whole thing didn’t think that was important. SO i proposed to him to give me the money he was spending and i would give him back half in an anonymous payment, this way at least he would see some results.