If you want to understand how social media works, have a look at how you use it in your personal life.
You use it to keep in touch, let people know what’s happening in your life, and keep up with what’s happening in their lives.
It’s like an always-on, totally connected, interactive, multimedia round-robin letter. Best of all, the totality of content created by individuals on social media is comprised not of the original updates, tweets and posts created, but of the feedback and interaction that follows. Write 5 lines of family news and within a few hours you’ll have 20 lines of comments and feedback.
Now look at how companies and organizations use it.