Had a great conversation with a couple of really smart guys. They shoot video for a living, specifically videoblogs for themselves and some not-small companies, and they do it really well. Part of the discussion focused on the kinds of things they are doing these days with Facebook, widgets, syndicating their stories (videos) to different platforms and how they are connecting with users via authentic forms of outreach.

Can ya tell that I really like these guys?

All of these tactics, depending on the client, their goals and the strategy defined to meet those goals is worth every dime spent. All of the different ways they are working with media and connecting with users would appear in any of my decks. There is only one thing that bothered me about the discussion. These tactics, these methods, only work if the client/company/non profit is actively listening. If you do all the right things… but forget the most important thing, the social media program is leaving Money On The Table.

If you have a blogging platform and don’t have comments turned on, then you are missing an opportunity for your users to say “hi”. You are leaving money on the table.

If you have a YouTube channel but no one bothering to watch the comments, then you are leaving money on the table.

If you spend a fortune on an agency or consultant to help you design and execute a social media strategy, but don’t plan for the resources and effort required to maintain it for the long term, then you are leaving money on the table.

So whats the point of all that work, money, connections, copy, personnel if you are leaving money on the table. Until you can take the time, via comments or trackback or twitter, to say “thanks” to a blogger or forum or twitterbuddy who took the time to mention you, then you aren’t ready to move on to the next step.