Social media people recoil sometimes at the notion that sales and commercialism can be part of what we do. That the connections and conversations we’re facilitating are driven to enhancing nothing more than the bottom line. So instead, we talk of furry cuddly things, of relationships and people connections. Those do matter. But: Instead: Sales are the ultimate success metric. The notion is that better relationships, better communication, more people that like us all eventually drive dollar signs. That’s okay. That’s why we’re in business after all (and even if you’re a non profit, this counts for your donations, too). Make sure your social media strategy explains how you’re going to help the company ultimately get its bills paid and make the shareholders happy, even if it’s not a direct revenue channel itself. The relationships and conversations and openness along the way are catalysts for growth.