8 Principles for Using Social Media Effectively, by Beth Kanter

The document outlines 8 principles for using social media effectively: 1) listen to audiences, 2) engage in two-way conversations rather than broadcasting messages, 3) build relationships with influencers, 4) make content easy for others to share and remix, 5) allocate sufficient staff time and expertise, 6) use appropriate metrics to understand what works, 7) start with small pilots and iterate based on results, and 8) assess organizational culture and address barriers to adoption. Case studies and examples are provided for several of the principles.