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They need a more comprehensive, meta-data driven catalog. Here’s one that truly rocks (on a very boring subject): http://search.tycoelectronics.com/electronics/?ui_mode=question&charset=UTF-8&language=en-US&questionsource=electronics&search_type=Text&question_box=relay (Tyco Electronics; sample query “relay”)

I think you’ll find garyvaynerchuk’s keynote at Mediabistro has the very same sentiment, but with far more color and few more explicatives than I am willing to provide.

What are your thoughts on target usages like event tweet ups or product promotions?

If you have a Facebook page to write up your achievements and handle discussions and a Twitter page to broadcast where your thoughts can be found you may very well build up an audience and spend a lot of time interacting with them in exactly the right ways but are you making sales? I always say that running an online business is fundamentally no different to running a little corner shop. You need it to be open, and for people passing by to see that it is open, you need to be helpful and honest, you need to be busy as that persuades everyone else that the wisdom of crowds is right and you are the place to shop, but you also need to be focused.

A shopkeeper in my grannies village knew that if he spent all day just chatting the world away with a few people who come into the shop but buy nothing was not as important as spotting a customer and leading them through to a sale. The danger with social media is that you end up doing the equivalent of this and spend a lot of time discussing things whilst missing out on the customer in the corner who is desperate to buy something, but needs a little help. Recognise buying signals and remember that 20% of your customers will purchase 80% of your products.