Every good social media optimization effort needs to begin with some kind of listening program. There are a variety of tools available to collect, sort and manage social content.
Content is the glue that makes search engines work and content is a critical part of the social media optimization sharing experience. Socializing with other like-minded individuals as a personal experience can fold well with brand interactions as long as the needs of the buyer persona have been reconciled with business objectives. Successful efforts within social channels can be measured, which you can use to justify objectives.