Start with a plan, not tactics . Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.
“ Give to get” – Successful social media marketing programs involve listening and participation.
Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting.
Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.
Understand, you do not control the message . Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm.
Welcome participation, feedback and co-creation . As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.
Metrics should roll up to objectives and objectives should be relevant to the channel.