With of all the excitement surrounding social media and its capabilities, it is important to take a step back and not get carried away in the hype. Sure, the social media channel represents great marketing opportunity for many organizations but sometimes unrealistic expectations can get in the way of utilizing social media in the best manner possible to enhance marketing outcomes. A solid approach rooted in the fundamentals of marketing is a way to set and manage expectations appropriately.

Answering two key questions will help get you to where you want to go. These questions are:

1. What would I like to see out of my participation in social media?

2. How do I expect to get where I want to?