Imedia has a great video with Jennifer Kasper, Macy's GVP of digital media, speaking about why brands need to educate the consumer about social media and teach them the value in participating. They say your strategy may not be flawed, but your audience may be in the dark about your efforts.

Just because brands and agencies live in the world of social and are extremely familiar with everything involved doesn't mean the consumer is on the same page. It's important that marketers don't forget that fact.