Social media is not a flash in the pan. It is a big deal and has become so integral to modern life. Many prospects may not even take a company seriously, if it does not have a presence on Facebook and Twitter. Organizations that ignore social media marketing do so at their own peril. Most major corporations have a presence on some, if not all, of the major social networks—Facebook, Twitter, LinkedIn and Google+. Doing social media marketing right requires genuine engagement, smart content curation and the sharing of your own original, highly shareable content. Excellent content creation is critical. Without it, social media success does not have real value. Attracting a larger captive audience on social media is great. However, what good does it bring, if you are not achieving increased website traffic, lead generation and ultimately more new business as a result of your social media efforts?