Social Media selling product
"Marketing and PR and Branding don't sell product.
These campaigns drive leads to people and places who sell product.
If you are currently selling products successfully online - social media can make you better at it, if your consultant or staff understand how to magnify your results.
If you can't sell, social media can't help you. If you think a $1000 or $2000 worth of "social media optimization" is a good idea, or if you think you can buy social media services and tack them onto the end of a campaign, then you're not going to get good results."
See the whole article here: Brandstorming