Social media is not just a fad or an activity to be finished. Rather, social media is an ongoing way of communication. Just like any relationship that takes time to build through years spent communicating so is social media. It is active continual communication over a long period of time.
Adam Vincenzini in his blog Commscorner argues that there is no such thing as a “social media campaign.” He defines a campaign as “a systematic course of aggressive activities for some specific purpose”. A friendship or relationship is not something that we focus on for a while and then move on but rather takes persistant work for a long time.
Vincenzini also puts social media in proper perspective: “Social Media is tiny.” It really is only one avenue of communication available. An organization has many options to engage with its customers, clients or constituents.
One advantage social media has over other forms of communication is that it is two-way communication and a rich source of end-user information. For the organization that is serious about being customer focused, social media is an important tool for listening to those it serves.