Businesses say they have a social media strategy when in reality they often do not. The reason is they have not approached social media strategizing with the same discipline and vigor applied to strategizing for other marketing channels. — By Joshua Ferdinand

Most companies utilize social media as a marketing tool, but it is a tool that was added on to existing marketing plans. That is just another way of saying that it was a random act of marketing in that people are driving its use while the business follows from behind with annoying advertisements and self-congratulatory posts on product greatness.

Social media has matured as a tool for managing c....