The bottom line for a business engaging in social media is to give their audience/customers/fans, etc. what they want.

PRWeek ran a story last week announcing Volvo selecting a media buying shop to handle its entire social media strategy. 
My first reaction is: What makes Volvo think a media buying shop can all of a sudden build trusted relationships by buying or pushing a brand on an audience?
Social media exists in the context of trusted [...]

Microsoft founder Bill Gates famously once said, “If I was down to my last dollar, I’d spend it on public relations.”
Not surprisingly, I agree with Bill Gates – but I would take his statement a step further. If I was down to my last dollar, I’d invest it in digital media PR.
Public relations and digital/social [...]