
PUTTING SOCIAL MEDIA TO WORK 137
found ways to overcome these challenges, and in some cases,
they are still exploring viable solutions. In short, the insights in
this guide are not ‘‘ours’’ alone; they are a compilation of the
research, risks, experience, and wisdom of many trailblazers. The
lessons will continue to unfold as we all gain more experience in
this ongoing journey.
The Process
Process activities are high-level tasks you can perform in shaping
the progress of social media adoption. We have identified the
following process activities:
1. Get intelligence
2. Clarify objectives
3. Design strategies
4. Implement the plan
5. Measure outcomes
6. Leverage ...