Getting involved with social media is like following through with a workout plan; in the beginning, the potential for big results fuel a gung ho attitude. As the days turn into weeks, bad habits creep in when the fruits of hard work are not as grand or immediate as expected.
Similarly, organizations expect a lot out of social media. Its glamour and promises push companies to delve into its deep waters, but like all strong tools, a great reward only comes with hard work. Social media can work well when ingenuity and a long-term plan to realize benefits are employed—not boilerplate strategies.