I ran into this post from Kfir Pravda about companies and organizations getting into social media just for the sake of it. Couldn't agree more, Kfir.
It brought up my memories of communications I had last year with a very traditional organization. They were probing how to get into social media. When asked what the end goal was, they didn't know. They said that their grandchildren were on YouTube - so they figured they should be too.
Therefore I'd like to augment Kfir's analysis and present two things required from you when getting into social media:
1. Goals: you can achieve so many different things by using social media. In this day and age especially, it is critical to define where you are going and how you will measure it. Nobody seems to like ROI in social media but it cannot be ignored.
2. Commitment: social media is an on-going process, not a side job. If you don't respond to your Tweets on time, forget to check your Facebook Inbox for a week or simply lose track of your comments on YouTube - it's gone.
The moral of the story? Plan well, execute well, and you're in for a ride!