Traditionally, marketers think of outcomes like they think of the weather, says Paul Dunay on the Social Media Darwinism blog. They sit back and see what happens. Suffering from the lack of true and authentic knowledge of their audiences, or any provision for real-time data or analytics, they are consigned to a passive role: Spend money and hope it creates the intended outcome, Dunay says, adding, “Well 'hope' isn't a strategy. And it's not with social media either.” With social, there is no passive tense, he adds. Social media allows the marketer to jump into the fray and create outcomes instead of being a victim.