Walk it. Know it. Love it. But enter it with a plan—however simple—so you don’t just get lost in it.
You could just jump in and hope for the best, but without some sort of plan, how will you know what success looks like for your organization? For that matter, how will you know what failure looks like?
As you survey the social landscape and scope out hot destinations like Facebook, Twitter and Google+, be strategic and begin to outline some simple yet specific goals you’d like to achieve. Then think backwards, starting with the achievement of those goals and ending with where you’re standing on the landscape today. This might help you visualize how to get there from here.
You may discover that you’ll have to increase engagement activities so they’re more regular. That may take actively scheduling some time on your calendar to check in with your social profiles to see if someone is looking for your attention. Few things in social media are worse than a one-way conversation.
Whatever your path to whatever your goals, give your plan time and be patient. Successfully traversing the social landscape takes active participation, measurement, and the benefit of hindsight of the occasional bump in the road.