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0 characters are written quickly on Twitter, a Facebook or Xing account and even a corporate blog created very quickly. But what then? Without communication strategy, all efforts in social media remain futile and in most cases not very successful. Who wants to bet on the new communication tools, this should never be regarded as an end in itself, but think carefully about what the company can achieve its objective so realistically. 
There are already first examples that illustrate that it may be worthwhile, also to think of "Sales", "acquisition" or "ROI". The computer manufacturer Dell
estimated sales which he directly and indirectly via the Twitter account @ dell outlet scored a total of 3 million U.S. dollars. But even on a small scale there are many success stories in the social web. Freelancers who solicit via Xing, Twitter and blogs or new contracts to keep their customers, companies that could significantly boost their business through their corporate blog. A recent survey among Twitter users - although not representative but as a trend, at least informative - come to the conclusion that 80 percent of respondents primarily use Twitter for business purposes.
http://klauseck.typepad.com/prblogger/2009/09/unternehmen-sollten-social-media-ernst-nehmen.html
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