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There is a lot of misconception on this aspect of social media. Many businesses plunged right into social media with the erroneous mentality that it is free. While it is true that all the main social networking sites are free, such thinking is wrong, and is similar to the mistake of viewing open source as not costing anything.
First of all, properly executing a social media strategy takes time. And you know what they say: Time is money. It also makes sense, in some cases, to support your social media plan with contests, giveaways and perhaps follow-up events. A parallel to an unsupported social media initiative is like installing an open source CMS and SQL Server and then expecting a working company-wide system to materialize.
Also be sure to check out pointers from Burson-Marsteller on how to accomplish one of Paul's bylaws, Monitor You Success.
Related Topics : Box.net, IT Management Automation, SharePoint, Facebook, T-Mobile
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