We all see the headlines in the media.  Social media is hot and it is growing exponentially.  As with all bubbles, they eventually burst and many are left to clean up the mess.  Social media is here to stay, but companies are still struggling on how to use it.  More specifically, B-to-B companies are trying to figure out a place for it in their organization.  I am often asked by clients how or what can we do in the social media space.  My answer always starts with...it depends!  

Organizations must be ready to handle the responsibility or managing a social media effort.  It is a conversation between you and your most important stakeholders.  You wouldn't sit and stare at a friend during a lunch date.  Many organizations are guilty of starting social media and then just staring at their followers, friends, connections, etc.  In order to gauge whether or not you and your organization are ready for social media, ask yourself these questions.

1. Do I understand the different types of social media outlets?
2. Do I know who my audience is?  (It may not be who you think)
3. Am I prepared to have conversations with my audience?
4. Do I have the time and resources to commit to social media?
5. What are my expected goals and success metrics?
6.  

These questions are not by any stretch the only things to consider before entering the social media world, but they should give a good indicator to your organizational readiness and prompt additional questions.

Good Luck!