No two plans for social media are alike, even within the same company or organization. An individualized method is important to success. Two things I enjoy most about social media are the endless approaches and styles to addressing the needs and goals for social media approach and people.

I have often heard social media experts attempt to define various aspects of social media tools, the purpose of the sites, the unwritten rules and expectations. These restrictions can inhibit how successful social media is for you. A great example comes from Guy Kawasaki and his method of repeat tweets. He received criticism for it, but it works. I tend to be a realist and pragmatic in my point of view - if social media must be defined then it is what fits you, what meets the needs of your organization and best achieves your goals.

I'm not saying don't listen to the professionals working in it everyday, quite the opposite, do listen to them they'll provide insight, creativity, a grasp and knowledge of the tools, but go in knowing your company and with an idea your goals and the best way to achieve your goals. Develop the best plan together. If all involved have a solid understanding of expectations and the definition of success on the front end as well as an understanding of the path to get there, the experience will be a positive one for all involved.

Social media leader Chris Brogan provided this great outline to consider Prioritize Your Social Media Efforts.