have and after asking a few questions of prospects or clients, it comes down to this: No corporate goals for how social should be integrated into the overall marketing plan - You wouldn’t initiate a PR or direct mail campaign without identifying a strategy, tactics and how it would integrate into the bigger picture. Remember, one of the objectives of social is to become a thought leader, not a recycle king. Social media isn’t free - Everyone thinks social is free. One nice thing about social is it is relatively easy to measure activity.