Many businesses and non-profits believe that simply building a page on a social site (ie – just being there) will bring in new prospects, business or donations. I like to refer to this as the “Field of Dreams” approach. Unfortunately, “build it and they will come” doesn’t apply to social media marketing. Just like any other marketing channel, you have to be dedicated to utilizing social media in creative, engaging ways to promote customer conversations. It is those conversations that not only add value to the consumer, but potentially create new revenue opportunities for you, if you’re diligent.