One professional quality I admire most, and see time and again as a key to success, is determination. Those companies, organizations and entrepreneurs taking a determined approach to social media are the ones prevailing. Confidence doesn't have to come only from knowing something well or having all of the answers, confidence can come from a determined spirit. Social media campaigns have to be customized to the company, the cause, the individual, a specific event, even down to a specific product line. You may not have all of the answers on the front end, but with enough information about how the tools work and determination to find the answers to the rest, you will prevail.

I recently heard a head of a national association lament that marketing budgets had been cut due to the economy and they were simply unable to spend resources on social media. Let's take a look at Ford Motor Company. During a year when major American automakers received government bailouts, when Ford themselves considered whether or not to accept government aide or to opt for internal tough business decisions and taking a risk accompanied by determination to avoid it. In choosing the latter, you would think the decision would be similar to that of the national association previously mentioned when it came to social media - conservative and hesitant. Instead they viewed it as an opportunity. With the leadership of an innovative Social Media Director and CEO the company forged ahead with an aggressive social media plan that aimed to both share the good news about their products and serve as an online community for their loyalists, enthusiasts and newest customers. They listened, they created and engaged in a dialogue, they saw and utilized social media tools as much more than just another avenue to push out information. With a determined spirit they adapted with the growth of an ever-changing market and tools.

You set the stage for success. Is your approach to social media forced and defeatist - "I guess it's time for us to do this since it's the way things are moving"? Or is your approach positive and determined - "these new tools provide us with an opportunity to have a meaningful dialogue with our supporters, let's figure out the most effective use for us"?