Social networking true believers use words like engagement, responsibility, and transparency that smack of the Internet's hippie days in the late 1990s, yet social networking has proved to be much more than a passing fancy. The exploding numbers associated with the most popular sites like Facebook and Twitter inspire awe in even the most jaded statisticians. Time spent on social networks increased 277% in the United States last year, according to media research firm Nielsen, and Twitter itself grew more than 500%.
Now the social media category is primed to emerge as the most significant business enabler since the Internet itself. Organizations must ask themselves seven important questions about their plans for leveraging social networking over the next 12 months. Their answers may spell the difference between success and failure in the coming decade.