I see many business jumping into social media with out first looking at their Brand and more specifically what value they bring to their audience. In most cases, this causes very little results. If you first align, your brand your results will be much greater.
Some people think that the best way to grow business is to keep getting bigger, but in a lot of cases this causes more and more generality to reach the larger group and loses intimacy with your audience. Today, in the social world, Brands need to be smaller and relate in specific ways to each of their target audiences.