There was a time when social media and marketing platforms were willing to give you amazing value just for using their services and contributing to their grand experiment. Social media was one giant beta test, and it lulled people into believing that the goal of these new platforms was to create free exposure: to "connect people".
Unfortunately, the only real goal any successful business is going to have is generating revenue. Once that "free exposure" platform goes public, shareholders will be expecting to see profits.
Facebook is a great example. I want to break down what it takes to be effective on social media today, focusing mainly on a single metric.