All businesses live in the full glare of social media.  Do or say something a customer doesn't like and it will be shared with friends and followers.  Do or say something wrong and it will be around the world in seconds.

We are all social now. 

All but the professional services sector, it appears.  That is, of course, an enormous generalisation - most professional services firms have engaging social media strategies. 

But, as Heidi Taylor says in her excellent blog - - it is not enough to just 'do social'.  

Like all communications activity, there needs to be a reason, a purpose, an aim.  Otherwise it is just more stuff. 

Social media - for all its fluffy kittens, epic fails and 27 things you need to know about eating ice-cream in Wales - needs to be treated in just the same way as every other communications or business development activity.  Seriously.