When I'm tasked with researching and presenting success stories and best practices in social media, I often ask my clients a bit more about what it is they're specifically seeking. After a bit of interaction, it usually comes down to two words: creative inspiration.
At the moment, social media represents something new, something we understand personally but have yet to comprehend professionally. The unknown is just that, it's undefined. And as such, the paths for exploring new media are uncharted. Rather than find our own way, we seek direction from those who have ventured forth on the roads most travelled. Eventually these expeditions require cartographers to map them, creating a series of charts to what is versus what could be.