One of the keys to a successful social media strategy is your involvement ITRW (in the real world). Meaning what you are doing in the office, offline, needs to echo and support what is happening online. Make sure you are doing everything possible to help drive the conversation. To do this, you need to give your team permission and guidance to be involved in your social media efforts.
The first step is adopting a good social media policy. We have a few examples of social media policies that we are happy to share (which of course you might want to have reviewed by your counsel). To see more examples and some excellent tips to consider, check out How to Write a Social Media Policy to Empower Employees from Social Media Examiner.