Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics. [Insert plug here: TopRank offers a 2 day workshop on how to do this]

“Give to get” - Successful social media marketing programs involve listening and participation. That participation centers around giving value before expecting anything in return. This is not “sales” as you know it. But companies can definitely increase sales as a result.

Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. If a social media effort is successful, scalability will be an even bigger issue if you don’t plan for it.