2 Brands In The Social Media Dark Age

IMEDIA CONNECTION — A colleague of mine, who works for a global media company, recently asked me about social media best practices. Her company had begun making an aggressive push into the area, and she was looking for something that could help them benchmark their efforts. I just started to laugh. It's not a silly question. It's just that there aren't any best practices, really, because there aren't any social media experts. No one has been doing this long enough to call themselves an expert (except for me, of course). And in my not-so-humble opinion, the real challenge for my colleague isn't finding best practices for executing social media, it's working out best practices for organizing and setting up a social media strategy from a resource and ownership perspective, then making sure that strategy is tied into all aspects of the brand and its marketing goals...