Not every brand is equally social.
There are simply products and services that people like talking about more than other.
Not every brand is equally magnetic.
The category that your product or service lives in will have much to do with your ability to attract engaged followers.
Far too many brands are too concerned with friend counts.
Engagement is at the consumers choice, not the brand directors.
All of this said, every brand needs a social strategy.
At minimum one that engages in crisis communication planning.
A tier up from that is providing a legitimate feedback loop for customer questions and issue resolution.
After that it all gets much more challenging and requires greater consumer empathy and a more significant investment plan.
For now, enjoy your family and your friends this Memorial Day weekend and please remember that the job of raising a child is best done with your hands-on and with the help of a broad support group.