What I particularly liked are these two observations of Dan's as to why brands would want to engage:
- "When you navigate conversations instead of only placing messages, then reach, frequency, and impressions become secondary to understanding and influencing a high level of engagement with your brand. Done right, it is ultimately a more effective investment of resources."
- And "When you uncover consumer learning based on engagement, sometimes you find activity you didn't know about or think to look for. Discovery-based insights can be valuable for tapping new revenue streams, unmet customer needs, and competitive advantage. Insights based on patterns of data that your organization didn't think to look for can inform short- and long-term actions in not only marketing, but innovation."
Those two are part of the essence of WHY and how you would want to bring "brand" and social media into an integrated strategy.
I might add that it goes a lot further than "not only marketing, but innovation". It goes to brand (not marketing/branding), to support, to distribution, to partner management, to competitor analysis etc.
That's why it is quite a stretch for an agency to know how to help a client even think about all the ramifications and organisational changes necessary.
More about brands and branding: From my brand or your brand to everyone’s brand