I enjoyed this quote from Twist Image president Mitch Joel during his keynote speech at the Socialize conference in NYC earlier this morning.

And he’s absolutely right, and the same logic applies to Twitter, FourSquare and every other social platform, too.

Here’s the thing – many companies are still terrified of social media. They hear all these great things but don’t really get it. Often they make these valiant efforts. Other times they simply come across as looking desperate and really amateur. Both attempts amount to the same thing – a very low ROI, and a lot of scratched heads and bewilderment. It’s all hype!

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