Why Social Media is so difficult for most organizations

It's a process, not an event.Dating is a process. So is losing weight, being a public company and building a brand.On the other hand, putting up a trade show booth is an event. So are going public and having surgery.Events are easier to manage, pay for and get excited about. Processes build results for the long haul.

via sethgodin.typepad.com

Seth Godin had a great quick post today about social. I think it is important for people to look at social as a strategy that will be incorporated into your long-term planning rather than a tactic that can be used in a campaign to generate quick results.