Thinking about how your consumer business can take advantage of social media, but are hesitating by unproductive thoughts like:

a) Social media is leasure time and people don't want to interact with businesses in this space;
b) Our company shouldn't be associated with all crazy games and quizzes that seems to be most popular;
c) Our customers don't naturally think about our products when engaging in social interations;
d) I don't know much about this anyway as I don't use the stuff myself.

Well you might just be right and you just might be wrong. Let me challenge you and your thoughts - take these three easy steps.
1) List where are your products being used in a social context, how are they being used, by whom are they being used(individuals/groups).
2) Group the answers into three categories: Uses that benefit more that one individual, use that people like to talk about, the rest
3) List ideas where your company (or with partners) can support engagement of the first category and how to support the second
Once you are starting with the third question, what usually happens is that you change to normal a business operating mode of planning - do that for the third category - and remember that for the two first we are talking about behaviour of groups of people - this requires a different approach.

There always seems to be opportunies for businesses. A structured walkthrough of how the products of a brand are being used always generates new business opportunities. Often I find that the ideas are not difficult to get, when you as I have been working with social engagements, but a new set of questions arise, like: Will it work? Will the customers engage, Will it pay off? 
But once you start asking these questions you are often much closer to the solution, because now you now that your business could benefit from the power of a community and finding a set of solutions that will resonate well with that group is not a task to be thought out behind the desk!

The most obvious approach is just to start the journey with small initiatives and learn as you grow. But the real beauty is when you can build the solution with the community you are trying to reach - for the benefit of both. Now that is what I call "businesses raised to the power of social engagement". And when you do take this approach and is serious about your business and your customers the initial unproductive questions vanish one by one - because you are serious and provide value to the community.

Once you start engaging with the approach of your business a new world will unfold.
Well thats what happened to me anyway - good luck with your journey.

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