3 Social-Media Must-Haves (and 1 Common Mistake)

It all comes back to No. 3 above: Know what you want out of social media.

“One of the real pitfalls of social media is not knowing what to do with it,” Pullur says. “Who are your real fans? How are you going to engage them? Just acquisition itself does not mean anything.”

Human filtering
The real secret to the high clickthrough rates and enormous engagement potential of social media lies in what Pullur calls the human-filtering aspect.