The Power of Slow
This is a great, quick read by Jay Baer that points out the underlying requirement for businesses to succeed in the social media realm: slow down.
Excerpted from the article (emphasis is mine):
The fundamental premise of social business is that you are interacting and engaging with customers and prospects on a one to one or one to few basis. And that takes time. Trust takes time. Creating advocacy takes time. You build a volunteer marketing army one soldier at a time, not overnight.
Social media isn’t about quickly building weak bonds between a company and large portions of its customer base, it’s about slowly building strong bonds between a company and a small portion of its fan base.