If you try to move products in social media, you will most likely fail. Instead, focus on moving people—lots of them—on the inside and outside through the four I’s: Inform folks about your message or products; Impact them emotionally with new information they can apply; Invite them to an event offline so you can establish a closer and more trusted relationship; Improve someone’s business, life, health, knowledge, faith, success or income, and he or she will become an evangelist for you and your offerings.