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The question was what are the main cornerstones of social media. And you are right- SM is about engagement and building communities. It's about building social equity and word of mouth infrastructure. As a seller of a social media package, my biggest role is educating marketers that this isn't the old days; we are seeing a fundamental shift in marketing. Social media is a dialogue, not a monologue, and it is forcing businesses to be accountable with the end consumer.  I keep getting this question: what about ROI? Social isn't all about ROI, although when executed properly, there is an opportunity for qualified leads, but it's about building trust, brand loyalty and staying connected to your current customers as well building new relationships.