In marketing, we talk a lot about understanding the product or service we’re selling, and also understand who it is we are selling it to.

But it occurs to me in terms of marketing on the web, we don’t talk enough about understanding the existing business processes and how web and social media might integrate with those processes. People go to the web to DO things — connect, be entertained, accomplish some task. On the web, people go to the properties and channels that let them do the things they need to do the fastest, easiest, and most intuitive way.