And yet despite all the strategic planning most firms to progress or grow sales, marketing, and operations, they forgo including their digital footprint. The trend that we are seeing especially with mid to large sized organizations is that… social business activities at some firms aren’t aligned … With anything! For those firms, “doing” is all that counts. And a digital muddle is the result. Defining the audience, matching social business methods and messaging to the audience, creating compelling content for engagement and measuring success — all of these are part of the doing. But if these efforts do not advance the firm’s strategic goals? Wasted time, effort and investment are the only real outcomes.