Ever heard concerned CEOs and business leaders whine about how they need a social media presence? They sound just like helpless babies. That is until a social media "guru" or "rock star" comes around with a pacifier and creates them a Facebook and Twitter page (and if they're lucky a YouTube and Flickr account too). Having the company's name out in multiple platforms in the cyber world placates the whiners momentarily. You can often hear sounds of oohs and aahs followed with wide-eyed astonishment.

But soon enough the second round of cries bursts on to the scene. The social media gurus and rock stars rush over to see what could be wrong. The whiners now want, no actually demand, more followers, views and downloads. So the social media aficionados put together a campaign full of contests and tell all of their social media friends to follow along. Again the whiners are lulled with the sweet promise of success.

Alas, the whiners realize nothing is going according to plan. What plan? The plan they had in their heads to increase ROI by next quarter and crush the competition of course.

The time has come and gone for the social media pacifier. It's the job of the social media strategists to teach social media marketing basics to CEOs and business owners interested in exploring the social media space from the onset of any relationship. There is no one-step solution of simply creating a presence. Even if that is all the client says he wants, I promise you there will be higher expectations so be ready to deliver them.

So next time you’re asked on to a social media project, don’t just pacify, prevail.

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