The success or failure of your online marketing and social media strategy rests in correct execution. And while we may have some success despite obvious mistakes, or when flying by the seat of our pants, we have to ask what are we leaving on the table. These small missing factors have a huge impact on the value and return from any campaign. How could we get more for roughly the same effort? What mistakes are leading to false proclamation that social can't work in your business, industry, or field? It's time for a second set of eyes and input. This session will highlight real world examples of social media usage that failed to connect the dots, and will provide minor adjustments that would have resulted in exponential results.