http://www.flickr.com/photos/29931767@N00/105783011/ Companies need to think like publishers.
http://www.flickr.com/photos/24844537@N00/337248947/ New mediums require new tactics.
Don’t get caught up in the technology. http://www.flickr.com/photos/mrbill/40588740/
Focus on strategy. http://www.flickr.com/photos/74234765@N00/470193291/
Determine: Where are our constituents online? What communities do they use? What are our objectives? (Market – Support – Collaborate – Recruit) What is our message? What do we want to change with our audiences? What tools will we use to support our objectives? What are our success metrics? Who are our audiences? How are they currently interacting with our brand?