So, you're a small to medium sized business and you're all set up on social media. Yeah?

You've registered accounts on all of the popular social media platforms - Facebook, Twitter, Google+, YouTube, Pinterest, and maybe a few others as well.

You've got someone on staff regularly publishing content on each of these platforms. Your latest sale, new products, the daily weather report, and that beautiful photograph that one of your coworkers took of the wing of an aircraft they recently flew home in from vacation. I'm sure it's an absolutely beautiful shot.

You've asked all of your family and friends to 'like', follow and subscribe to your pages. You've asked your coworkers to do the same, and for them to get their families and friends to follow suit as well.

You've paid for Facebook ads and other similar products to drive traffic, followers and subscribers, and through all of these methods you've attracted a reasonably sized audience.

Here's the thing; nobody gives a damn about any of this.

Nobody cares that you have an account on Facebook, Twitter or YouTube.

If you're solely broadcasting and republishing readily accessible information, nobody will care because there is no added value to 'liking' your Page, following your business, or subscribing to your social media channels.

And nobody is going to buy your widgets, or sign a contract with you just because you have X number of followers. It's just not going to happen.

Nobody cares that you're on social media; it's about how you're using these tools that will drive real results.

There needs to be a value proposition in place that will get people to stick around, be interested in what you have to say, and motivate them to be involved with your business or brand.

Are you even interested in the content you're publishing and the interactions you're having on social media?

If you're not, you can't really expect anyone else to be either.

This is, of course, a dramatic simplification of what it takes to generate meaningful results, but the point is that you need to be doing something of value and interest for you targeted audience - that is connected to your business and brand - in order to move the needle.

So, what are you doing on social media that's going to generate meaningful results?

What are you doing for your business that you really care about?