With the holiday season looming (my local Orange County Home Depot is already selling poinsettias and icicle lights!) we will see the social media juggernaut collide head on with the biggest season of the year for retailers-and those retailers are gearing up!

Many companies are embracing social media as a way to reach stakeholders, create a dialogue, and demonstrate that it understands the worries and needs of its audiences. Now the question arises, are you implementing the right social media tools effectively?

Social media presents a conundrum for many companies for one simple reason: you can’t buy it.