Hi Aurelia - good question.

Here are some random thoughts...

1. A lot of brands fail to engage in a conversation. Simply posting links to news stories, press releases and products is one thing - but actually engaging with customers and having a 2-way conversation is much more valuable.

2. (Controversially) Social media is a place for people to people conversation. Not people to brand. I don't speak for everybody, but I personally like to follow people on Twitter - rather than companies. Personalise your company, and more people will be interested.

3. Social media in a crisis. I remember a few weeks back when the Urban Outfitters story came up on Twitter and got a lot of attention:

http://is.gd/JI80J2

I watched a lot of comment on the issue but I didn't see UO get involved with a response. I might have missed it, but this seems like it could have been a good way to talk about people's concerns using social media.

I hope this helps a little, please do share your thoughts.

Best wishes,

Will.

The social space is changing rapidly and most brands are playing catch up with the audience. By the time many of them have realised that that they should be engaging in conversations, people have moved on from wanting to talk to brands, because, guess what, it's quite boring.
We also have a big problem in that a year ago people liked brands on FB because it seemed like a nice thing to do, to be a friend of a brand that you bought, had used, knew about etc. Now their wall is becoming cluttered with brand messages, and the brands are not doing anything to earn that space.
So we are right back at the beginning of advertising before creativity was introduced, and the space on the page was filled with product information, typed in, and dodgy pictures of a bloke in a raincoat.
The new currency will be ideas. The social environment is driven by ideas, by the 'new'. It will no longer be enough to talk, you will have to inspire, amuse, engage, reward, be original, and deliver in return for the time spent with your brand.
Simple then...

Aurelia that is a good question. Social media marketing is difficult, i genuinely think most companies lack patience. It is a difficult process and requires constant activity, engagement and an understanding that at the best of times gaining responses from your audience is difficult but once you have that interaction it will remain and grow.

I have recently conducted a post on ROI of social media that not only explains the results of social media but how these results can be achieved.

http://www.uc4.co.uk/b/Social+Media+Marketing%3A+What+is+my+Return+on+Investment%3F/30.htm#.UXkG1aLBOQk