At least in the realm of social media. This makes perfect sense to me and causes no cognitive dissonance at all because I've always approached social media not as a way to close deals or makes sales, but to simply be visible. I tell people they're never going to make a sale because your on social media, but every one of your potential customers and prospects will check you out there, and that's what I do. I do interact with friends and some clients but I'm not there to sell my services or talk about my latest promotion. I'm there to be found when I am needed.

So, you need to be on Facebook, LinkedIn and Twitter to be found, because if you're not but your competitor is you've handed them the a market advantage they couldn't have created for themselves. Many people don't deal with social media well because they don't know what they're really doing. This article will help you understand.

http://www.inc.com/jeff-haden/basic-social-media-marketing-mistake-everyone-makes.html
Shama's premise: Most social media marketing efforts fail because, at a fundamental level, people don't use social media to connect with businesses--or even with each other. People use social media to showcase their own identities.

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AuthorDean Birinyi