It's a cultural shift, to focus on a social strategy. Most organizations are looking at the bottom line, the ROI, of why they engage in online strategy, ultimately, what's in it for them. What most organizations don't realize is that's exactly the same thing that their customers, constituents, stakeholders, and etc are asking. Broadcasting a message can be like a pebble in the ocean. Most people will barely see the ripple unless it has meaning to them. Umair Hague's post says it best;

23:26 interesting stats RT @MrMikeStreet: RT @toure: 9 million tweets sent during DNC. 4 million during RNC. #
23:23 That's the quote RT @blackvoices: “Feel a cold coming on? Take two tax cuts, roll back some regulations & call us in the morning” #DNC2012 #
23:20 turning the tv off I should have watched @cspan RT @BevJack: @koa yes...@digitalsista change the channel! #

12:57 yes! me too RT @lovisatalk: Good to see @sjohnson123, @jennguestic @JustinHerman @corbett3000 @bixal @talan @jasminesante and @mybigchief #
12:55 @ByronAcademy would love to know more about you do and how to help you get more role models for girls. #

19:39 That is very true RT @amvandenhurk: @digitalsista it is easier to focus on that then tough, deep things. #
18:50 and that's a sad commentary RT @amvandenhurk: @digitalsista exactly. We focus too much on the shallow. #
18:49 @Jillmz tomorrow morning #
18:03 #blogher12 begins tomorrow. I can't wait to catch up with many old friends. #

15:09 MT @idealware: Interesting look from NTEN's @amyrsward how nonprofits can use memes to spread their message. http://t.co/T4WcqNlu #
15:08 had a great time talking to @nten staff about nonprofit tech trends and issues going on for nonprofits today. Thx @amyrsward #

17:48 Sally Rider will be missed. #
14:19 that would be heavenly MT @timoreilly: Oh, I want this.. @shacker: Free online tool converts MS Word docs to clean HTML http://t.co/rPyEpgY8 #

21:34 thanks for all the love on the #one4one campaign. I have so many people to add as well. #