A continual frustration many business owners and brand managers have when investigating social media is that most of the case studies continue to come from the tech industry. While it would be easy to flip their ears for not being the forward-thinking innovators who take those learnings to their own category, translating a tech company or software platform’s marketing approach into the real world of business can be complicated and frustrating. Not only is the world of the web all Greek to them, but many Tech successes have come from organic growth fueled by all-night traffic-seeking binges from 20-something start-up junkies on speed rather than strategic marketing plans.