Another tool is the understanding of the business matrix. Profits are generated from the last 5% of sales.

This means that if a business loses 5% of sales, however it loses those sales, the business moves from being profitable to surviving. While a business at 100% capacity and 95% capacity kind of look the same from those of us on the outside, there is a big difference on the inside.

Conversely, if a profitable business increases sales by 5%, much of that increase will move profits higher. Again not much outside difference between 100% and 105%, but a big difference inside.

Being proactive with social branding need only find that 5% extra to be successful.