Social marketing it hard work. If it's not informed by a sincere desire to be yourself (and not just be interesting), then you may as well pack up and go home. All your work will evaporate.
These days, many people in the social space still think that it's all about the channels, and that 'engagement' comes from involving folks in the
'conversation', etc. The truth is that social marketing is really about understanding basic human nature. It's about really caring, showing that people matter, and helping them connect for their own benefit.
It's about being real and remembering that if you know your purpose, you can be far more effective at connecting with people and doing meaningful business - doesn't matter if it's B to B, B to C, growing your tribe - whatever.
This one is for all of our social media friends as a reminder that those great metrics you are looking for come out of understanding people and doing stuff that matters to them.