Everyone is in a different place in their social media evolution. At one end of the spectrum you have those who just want to push out content to check the box and the other end is those who push for purpose, otherwise known as creating content that drives results. You have to start somewhere, but if you're going to invest the time, money and energy into participating in social media you may as well make it count. Here are some questions to ask yourself to see where you fall on the spectrum.
1. Do you post because you have to or because you want to?
2. Do you hold social media accountable for driving results? Is there any measurement?
3. When you create content do you do so with a business goal in mind?
I wouldn't solely rely on social media as my one and only marketing strategy, but if done right, it can be an effective tool in helping you to achieve your goals. That said, you have to believe in social media and approach it in the right manner for it to work.
Where do you fall on the spectrum?