"Social media is about enabling conversation among your audience or market," write coauthors Lon Safko and David Brake in The Social Media Bible (John Wiley & Sons). "What are you trying to get them to converse about? Things that will help you generate revenue or increase company profits, of course." This excerpt from The Social Media Bible describes the four pillars necessary to support any social media strategy: 

Think of your social media strategy as a platform supported by four pillars. You really need all four pillars in order to stabilize the platform and make the strategy work. Those four pillars are: 

1    Communication
2    Collaboration
3    Education
4    Entertainment.