tedster - 4:17 pm on Oct 13, 2010 (gmt 0)
Hugene, for someone who just recently started thinking about SMM, you certainly have real clarity on the topic. Thanks for that solid post!
if your product is not suited, don't go there
I would also add, don't go there unless your organization's culture is prepared and understands something about it. As you rightly observe, just using a social media venue to "push" a message is not going to be valuable.
Of course, there will be continued learning for any organization. But just running out into the town square and shouting at the top of your lungs can hurt, not help. Step 1 - just listen and learn from what others are already doing well and poorly.