Below is one of my favorite TED talks, a dissection of our behavior as consumers and our tactics as corporations. From author and thought leader Simon Sinek, this talk explains a powerful model for inspirational leadership that starts with the question 'why?' "People don't buy what you do, they buy why you do it." -Simon Sinek
Apple's relentless innovation, the Wright brothers incredible discovery, MLK's oratory gifts and the general failure of Tivo, are all explained through this very concept...and although it's a bit old, I would highly recommend watching.
As more and more companies jump on board the social media bandwagon (35% of the Fortune 500 are already on Twitter as of last year), it's important, as apart of your goals, to figure out exactly what you are hoping to accomplish through the medium. Is it PR? Make more sales? Customer service? A combination?
Once you've defined the 'what,' make sure that every communication point and channel accurately portrays your 'why,' which is what drives behavior, loyalty and passion about your brand. And when you don't do what Simon says, you lose.
Watch the talk below (about 20 mins):