Here’s the great mystery of social media: it’s low involvement, and no matter what anyone says, we aren’t quite sure what “liking” something means when your like is nothing more than a click. Social media marketers are constantly trying to engage those “likers” so that they become evangelists. When it works, it’s magic. But when you can’t convert your likers into people who participate with more high-involvement content, then you’re stuck with… well, the Ford Focus Global Drive.

I have some answers for you, Ford. If you’re listening – which I would bet that you are – give me a call. You made a bet on social media, you have deep investments in this project, and you need to keep momentum moving forward for your brand. Let’s do it together.