One of the most common mistakes made by organizations
when they first consider experimenting with social media is
that they focus too much on social media tools and platforms
and not enough on their business objectives. The reality of
success in the social web for businesses is that creating a social
media program begins not with insight into the latest social
media tools and channels but with a thorough understanding of
the organization’s own goals and objectives. A social media
program is not merely the fulfillment of a vague need to manage
a “presence” on popular social networks because “everyone
else is doing it.” “Being in social media” serves no purpose
in and of itself. In order to serve any purpose at all, a social
media presence must either solve a problem for the organization
and its customers or result in an improvement of some sort
(preferably a measurable one). In all things, purpose drives
success. The world of social media is no different.