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?