Putting together a social media plan in general, is not all that difficult for many companies. This is not because setting up a social media plan is necessarily easy to do well, just that most companies have low expectations and therefore low levels of execution and most importantly integration. The other part of this is there are really no right or wrong ways to build a social media plan. Ultimately, if it delivers enough value back to the organization to off-set the costs of time and capital, then the company can/should claim success, right? One difference is in the company’s tolerance for incremental success vs. transformative leadership. Often, social media is a way to achieve both, depending on the ability of the enterprise to adapt and execute in new and different ways than are comfortable or proven in the past.
How To Plan a Global Social Media Initiative