Another great article Paul. My two cents: Keep in mind that even in this social era social media and sales are not equal. While there is a seismic shift away from one-way advertising/sales models social media in its pure form is not a direct replacement for "straight up sales". If your target is to increase sales your strategy should focus on that, the channel should be social media. Without a "call to action" people will just take your valuable information and add it to your "authority" or credibility.