Web 2.0 - Just do it!

I think the biggest downfall of social media tools is the planning. Really, Web 2.0 should be called JDI -- Just Do It! The very nature of these tools is about moving quickly. As you sit here planning and strategizing, your competitors and colleagues are going going. That's not to say don't plan at all and just tell your employees to have at it and have fun. Start by putting together some guidelines the company can stand behind, such as not competitor or company bashing, being informal yet still professional, being cognizant of the fact that you are still representing the company and brand (not yourself), and ultimately, have a goal of what your social media communications is meant to do and who it's meant to reach.

Social media is a lot more informal and shouldn't require the same amount of red tape as other more traditional communication methods. The last thing the social media audiences want is "formal" Web 2.0 communication (really an oxymoron). It's all about showing your voice, being honest, losing spin, and ultimately just connecting with your audience.

So, just set up a Facebook account, just try Twittering, just try bookmarking an article as opposed to sending it via e-mail. Get your feet wet. I think we can all agree that Internet communication has been an industry boon, however, it's impersonal. The Internet is trying to get some personality, personal connections, emotion. Businesses need to think about generating some emotions from their customers, partners and other key constituents. Inspire them to have a voice about your company and respond to your social media communication. Make them want to post a comment.

Whether you set up a formal company social media policy or not, chances are your employees will continue to move on without you...especially the younger employees who "get" where communication is going. So, get ahead of them, brainstorm your social media goals, get some guidelines in place, and have fun!