Over and over the biggest problem we see about how individuals and businesses are using social media is that most of them use it as a push channel.

What do we mean by that? It means that rather than developing engaging content and talking directly with an audience, content is pushed out, often automatically, to social media without a thought for the person who may be reading it. Or, more importantly, without ALSO engaging the audience directly, in addition to one’s content strategy. Business-to-business, or B2B, companies are especially guilty of this — but they don’t need to be.

Pushing out relevant content can be beneficial to you and your audience. But if it’s done in a vacuum, you’ll be missing out on what makes social media truly special and successful.

In this Hubspot video, learn from experts, like Laurie Meacham, manager of customer commitment at JetBlue, or Kim Garst, CEO of KG Enterprises, on what the benefits of talking more directly with your social followers and prospects are and how to get started.