I think Morrisons are spot on in their view that social media is not for selling.

Social media is absolutely about being helpful and informative, sharing news and providing insights and helping to educate and inform.  By default, if you do these things you will raise your profile and reach out to a wider audience.

It's indirect selling - becoming a trusted, valued and knowledgeable person. It is a way to build your brand and brand loyalty and to develop relationships.

Do take a moment to read the full article - it's refreshing to hear a good social media strategy being explained so simply and succinctly.