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It's cool to be social but not too cool unless your SMM plan delivers the goods
Neil Ferree's profile photoAnneliz Hannan's profile photo
What I found that is emphasized here is that a seat at the corporate table in the strategy planning and decision making process can make all the difference in success of the program or as you say 'delivering the goods'. 
I agree w/ you totally +Anneliz Hannan (but) to get invited to the corp. table (at least for us consult types) you have to walk your talk else you're apt to get swiftly "unseated" 

what I find amazing is the vast number of people that purport to have social media marketing expertise yet when you peel a few layers off their onion • there's not much there