Or are they watching reruns on Hulu so they don't have to watch commercials? Are they on Pinterest creating dream boards of elegant, sparkling kitchens?4. What do they look for when they are there? Does it fit into something that might help you tell the story of your business? Every company has a service it provides or a product it sells. On social media, how the product is made or why the provider acquired the service expertise is just as compelling as the product or service itself. And usually even more. Watch all programs on The History Channel I and History Channel II. Who would have thought that, five years ago, the History Channel would be so hip that it would need two versions of itself?)5. Finally, how can you play into that neighborhood, honoring the community's culture and guidelines, so you can drive customers away from there and bring them to your domain, site, or store? Here we could look at what made a customer pick up the phone to call or come into the store in the past, and can we induce such an action within the confines of that particular platform? Keep in mind that deals are rarely transacted on any social platform (think cocktail party or coffee hour at church). With social media the key is always to take people out of that network and into your home to do a