(Social) business strategy means starting with the end in mind. To bring a firm’s brand story to life means developing a fully integrated and integrative approach. Social business activities are an electronic version of your firms identify, thought leadership, relationship and value drivers. It means looking at social business as more than marketing campaigns or a portfolio of social media accounts. Rather, it needs to offer a digital representation and manifestation of the firm’s mission and vision. To get there, the organization has to stop thinking about “doing” social business as pushing out content, grubbing for followers or searching for sensational images.