Not sure it needs to be dialled in for social media. If you want to achieve a result like monetisation then yes, but then it's no longer social, it's just become an income-related activity (job!!) and is no longer social media -- it's now a tool to achieve a non-social media goal.
A counter case -- for sure as a consultant at McKinsey, umlaut or Accenture you'll write out a communications plan in which you detail and map project stakeholders, places/times of project news and briefings, publicity, dealing with external inquiries and so on. That's a very, very specific and detailed set of requirements for what boils down to social media at corporate level.
Way over the top for Jane and Joe Average. For whom "keep in touch with friends and family" is specific. For many the notion of not participating is unthinkable - becuase THAT's where all their family and friends are. And so it requires no additional pontification, I'd think.
What might an example of a loftier, more dialled-in purpose be?
I don't think dialed-in has to be lofty. Keeping in touch with family is a perfectly fine reason. My point, and I think the point of the author, is that thinking about it before, not after, offers an opportunity to deepen your understanding.
For the longest time, those in my circle who used Facebook to "keep in touch" really didn't. Sending me an apple on the latest farm game isn't a genuine interaction to me. It was only after I quit that close friends finally got the hint that Facebook was not a good way to reach out to me, despite explicitly saying it many times before.
For those for whom not participating is presently unthinkable, maybe thinking it over would do some good. That doesn't necessitate changing one's choice in the end, but considering it can be useful in and of itself. Family and friends are not only on Facebook. They have a real presence in the real world. Even if one chooses to stay on Facebook or whatever social media du jour, realizing this can be immensely helpful.
A counter case -- for sure as a consultant at McKinsey, umlaut or Accenture you'll write out a communications plan in which you detail and map project stakeholders, places/times of project news and briefings, publicity, dealing with external inquiries and so on. That's a very, very specific and detailed set of requirements for what boils down to social media at corporate level.
Way over the top for Jane and Joe Average. For whom "keep in touch with friends and family" is specific. For many the notion of not participating is unthinkable - becuase THAT's where all their family and friends are. And so it requires no additional pontification, I'd think.
What might an example of a loftier, more dialled-in purpose be?