Perhaps the most common inquiry made by companies trying to understand and exploit the social media and networking phenomenon is “What should I do first?” Given the dizzying array of choices, it’s easy to get analysis paralysis or—worse yet—attempt to boil the ocean. In these early days of social media and networking, it’s easy to implement a series of tactical activities. However, unless you establish clear business objectives, you’re likely to end up with uncertain outcomes and miss important opportunities, ending up in what we call the Kumbaya Zone.

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