Frequently, in large enterprises, the left hand does not know what the right is doing. To ensure that brand voice stays consistent across all channels, it is critical that the team think about what else is happening in the business and how social networking can support other initiatives.

Before starting a social networking (or any other) campaign, check with other groups and make sure there are no crossed wires. Also, be sure to educate upwards and outwards; teach executives about the risks and rewards of social networks, and solicit feedback from others in the firm. Not only is it a handy CYA move, but it also generates goodwill and invites valuable feedback.

Prepare people for the negative feedback that might show up on in the public forum. Finally, think about the lifecycle of the campaign. Social networks put the brand in the hands of the consumer, so the marketer is relinquishing control and might not have a say. If it's truly successful, it will take care of itself. If it isn't, however, it's important to think of how to gracefully end the campaign if necessary. A little homework done on sites like Mashable will provide valuable insight into what is going on in the world of social networking, and provide valuable data into what can happen in the world of the social web.

Mashable