A Social Business should have several goals.
A Social Business is seeking to create happier and more loyal customers, happier, more productive and more loyal employees, and a company that is accomplishing its objectives more accurately and for less money.
The true Social Business sees social media as nothing more than a series of tools. These tools like any other require planning, training, guidelines, the proper use.
So a Social Business will assess its goals, create a plan, identify the resources needed including budget and people, select the proper tools, and then launch the initiative with time set aside for setup and building a foundation.
It’s not rocket science, but it’s something that not enough businesses do, and even when they do, many do not commit and wind up abandoning the initiative midway through before ever realizing the benefits.