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Too often people want results without asking what the actual results are. Is it new sales, more customers, more conversations, more new fans/followers, or more mentions across social channels year over year? I have found that this is the most important role in setting a strategy. And if you define your results right social media can and will deliver. Don’t just shoot to go viral, shoot for realistic returns. Think about how our stock market or the US economy both grow anywhere from 2%-8% on average.