Gerry McGovern presents an overview of his research for Cisco highlighting that your target audience is likely to have a different set of top tasks depending on how they engage with you.
He observes that Cisco's audiences have a different (but related) set of priorities when engaging via social media to when they visit the Cisco website.
Not surprising really, but evidence that we need to think harder about our use of social media. We need a genuine rationale for Facebook or Tweeting or whatever rather than just regurgitating what we're publishing on the website. Understanding what our audiences actually want from any one of these social media channels means we can target our messages and deliver something that is genuinely useful to them.
Understanding social top tasks - aticle by Gerry McGovern