The Primary Objective of Social Media is to get other people to move your message.
So while creating one to one conversations are important, what you really need are systems that energize your friends, family, and acquaintances to share and spread a message. Quid pro quo.
Secondary Objective: Listen to your Communities. For far too long speaking, broadcasting, and posting has been the social media’s elite ‘Modus Operandi’, but listening is far more important when you want to create messages that resonate and motivate your friends or followers.