<!-- bryant-content-generator:start --> # A social-media strategy fails when the business... > A social-media strategy fails when the business remains socially absent. Publishing offers without listening, answering, noticing, or helping is not participation; it is direct mail delivered through an interactive interface. **Source:** [[livestreams/Usefulness, Reciprocity, and the Human Logic of Social Media - Workbook|Usefulness, Reciprocity, and the Human Logic of Social Media]] ## Share on Social Media ``` “A social-media strategy fails when the business remains socially absent. Publishing offers without listening, answering, noticing, or helping is not participation; it is direct mail delivered through an interactive interface.” — Bryant McGill https://bryantmcgill.com/quotes/quotes-social-media-strategy-delivered-interactive-interface ``` <!-- bryant-content-generator:end -->