Social media, by its very nature, is a social endeavor. Whether you are talking about Twitter, Facebook, or YouTube, the whole idea of these social networks is to allow individuals to socialize with one another. That also includes individuals who also happen to be businesses.

Far too many companies feel compelled to make sure of these “free” channels for advertising and marketing, but they are going about it in entirely the wrong way. They view Twitter and Facebook as nothing more than broadcast channels. That’s not where you find the real value.

The real value is when you actively engage with these online communities. Answer the questions that your followers, fans, and viewers are asking. Pose questions back to them, asking what they like and what they would like to see improved. Use these channels to learn from them and they’ll feel a greater connection with your brand.

If you’re simply syndicating content via an RSS feed to Twitter and Facebook, you’re missing 90% of the picture and 90% of the opportunity.