The Argument Against Social Media, Part 2

The other reason companies resist social media is that they can’t imagine how they’ll be able to come up with new content. That’s because they haven’t answered the bigger question: why? Why give yourself this new forum? What do you want to accomplish? Do you want to educate consumers? Do you want a sounding board for your ideas? Do you want to start a conversation about what you do? If you begin with a purpose, a goal you want to accomplish, the content ideas will come. So ask why — then dive in.