From her post: "In social media, your brand is in the clients’ hands. You don’t create the content but, instead, your audience builds the content. You are only there to amplify it and stimulate your audience. Being social is not a new thing. The new thing is having the option of 30 different outlets to connect with people and share your digital world. Social benefits all brands by giving them the power to listen to what people want. It’s an unfiltered way to understand and hear how people feel."
Her last sentence is the most poignant, it's about how people feel. The true point of social media is connecting with your customers, donors or supporters at an emotional level.
This is the point of one my favorite quotes: "At the end of the day people won’t remember what you said or did, they will remember how you made them feel." - Maya Angelou