I recently heard the director of Socia Media for National Geographic state that his company made a vow when it entered the social media arena “not to let the perfect become the enemy of the good”. Many organizations stand paralyzed on the sidelines trying to come up with the perfect social media strategy that will answer all questions about the investment, the user adoption potential, and the ROI. 

As long as your organization can muster a commitment to a basic goal such as “increased brand awareness” or “creating a two-way dialogue with your audience” you may well be better served by jumping into the fray and let your experiences dictate how the strategy should evolve.  Here is an interesting article on the subject by Erik Qualman.

With an adequate commitment to exploring different content options, communication strategies, messages, or mediums you need not fear not having all the answers.  No one does.  Oftentimes the best ideas emerge from doing and defy our ability to foresee and plan.  Roll up your sleeves and start somewhere knowing that it will be journey of adaptation and change.