You might think, after reviewing the ecosystem in Chapter 4, that your starting point in creating a social presence is obvious: You just need to decide where to engage and what technologies to employ. In fact, where and what can come only after you consider two other key questions: why and who. Why is your organization undertaking social efforts? With whom in your base of customers and prospects will you engage, and who within your organization will be involved in or affected as a result of this process? Knowing why and who provides the basis for the where and the what, enabling you to build a social technology plan for success.