What we have learned about Social Media Marketing is simple. It's just like dating! That means you can't come on too strong. You have to look for opportunity to be helpful. You have to listen before you act. That is the only way to be relevant (other than luck). Now, we've been saying this for years, but recently ran across a keynote speech at Inc5000 2011 delivered by Gary Vaynerchuk where he says the same thing in his unique way! It's about an hour long, but if you want a sensational primer on social media marketing - you gotta watch it (not kid friendly):



In addition to a proactive approach, if your company is growing, your customers and prospects are probably already having conversations about you. It is up to you whether you participate. In most cases, if you make a great product or provide excellent service, your customers will defend you should someone try to drag your brand through the mud. However, managing your reputation by setting up systems to listen for comments with negative sentiment is also a good idea.

Speaking of systems, social media is not something where the burden can be carried by just one individual or a third party (like Aidan Taylor). If you're going to do it, then commit and get everyone involved. To do that you need a strong, enabling social media policy (don't focus on what not to do, rather provide examples and suggestions about what to do), and applications that allow your group to act as a single, unified body.

We would be delighted to assist you in setting up your policy (our founder is an attorney), coaching your team on social media best practices, and setting up and training your people on social media management systems.