--- title: On Social Value | The Sales Blog description: One of the primary challenges many companies face using social is a lack of understanding of social value. Because they misunderstand social value, these companies (and many individuals) fail to create enough value to be relevant and to create a connection. These organizations (and people) produce content that talks about their company instead of their […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_111055613.jpg --- ### [Now booking SKO meetings for 2026/27! 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Because they misunderstand social value, these companies (and many individuals) fail to create enough value to be relevant and to create a connection. These organizations (and people) produce content that talks about their company instead of their client’s company. They produce content that pitches their product, instead of addressing their client’s challenges. They withhold anything actionable or valuable in the belief that the only way they will ever capture any value is by selling their product, service, or solution to the people with whom they hope to engage. This is why their social marketing efforts fail. Because they withhold value, there is no engagement. Because they create no social value, there is no social connection. This is a recipe for failure. The best remedy for this ailment is to separate social value from “[the ask](http://thesalesblog.com/blog/2012/04/15/how-to-ask-for-the-deal/).” When you are creating social value, you don’t worry about “the ask.” Instead you worry about the value creation and the connection with the audience you serve. When you ask, ask directly and make it easy to say yes. Creating value and asking are two separate activities, and they are not seeking the same result. Worry about the value creation, and the ask is easier. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on November 26, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-06-15T6:00:42 PM", "datePublished" : "2014-11-26 22:16:43", "description" : "One of the primary challenges many companies face using social is a lack of understanding of social value. Because they misunderstand social value, these companies (and many individuals) fail to create enough value to be relevant and to create a connection. 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