Over the years I’ve run a lot of social media programs, sometimes for companies or services that I own or manage, sometimes for organizations that have hired me to consult or drive their efforts in the various online communities. This article is primarily aimed at those that do the latter, although several points can apply to the former. That is to say, if you are a consultant or work at an agency whose primary focus is running social programs for somebody else, I’m writing this for you.
I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do. This isn’t a tactical post, I think I write plenty of those. Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.