Once a company finally realizes the value of social, they tend to get a bit carried away and forget the whole purpose. You may get some more Facebook fans by DM’ing new Twitter followers to like your page, but you’ll most likely just annoy people. No one likes to be bounced around from place to place, especially before even seeing the value of being connected.

After you’ve spent some time building a relationship a prospect, is another like really all you’re looking for?

This is your opportunity to convert your online audience into customers by directing them to your site. Keep in mind that while a paying customer is the end goal, it’s not the finish line as loyal customers are more willing to connect with you elsewhere.

The only score that matters is your bottom line.