There is no place for brands in social media

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Everyone loves to talk about how brands can use social media to engage with potential and/or current customers.  Consultants, agencies and outsourcing firms earn thousands (if not millions) of dollars helping brands achieve some level of engagement through social media.

I think any brand looking to engage an audience social media is wasting their time because there is no place for brands in or on social media.  

I firmly believe there is a place for PEOPLE, and so I believe the focus of any brand wanting to get into social media should be:

1. Finding the right people to represent your brand
2. Creating a culture and processes that allow them to be themselves 
3. Developing mechanisms to capture, retain and nurture relationships
4. Being consistent in your approach