I'm just as guilty as anyone. I've jumped on the bandwagon and embraced all the tactics...blogging, tweeting, posting, inviting, connecting...certainly more to do, but you get the idea. So I guess you could say the "media" part of social media. And I guess that makes sense. As a contributor in a marketing communications company, it would seem logical that I would be active in all these areas.
But as a top direct marketing agency looking to embrace and incorporate social media as one of our primary lead generation methods, you could say that I'm missing 50% of the equation. What about the "social" part?
Easily overlooked, it's the most fundamental aspect of business development in general. It's probably not a coincidence then that the overall business climate and atmosphere has gotten more personal. It used to be that there was a separation between who you were as a professional and who you were as an individual. The two didn't necessarily have to be bipolar, but you wore your wing tips at work, and your slippers at home. And you didn't ever mix them up.