To lie in wait, as in ambush. To move furtively.
Many companies are still curious about social media. What is it? What are the tools? How does my company get started? How much will it cost? Will it be worth it? How do I convince the executives?
Sometimes there's a need to jump into the deep end first, but maybe not in this case. It could be that the best way to get started is simply to see what's out there first. Dig. Find sites and areas of the web where people are talking about your products or services, whether you make whirlybirds or widgets. Spy. Listen in on some of the conversations that are already going on. You'll be surprised about what you hear. Lurk.
B.L. Ochman has a good post on the Whatsnextblog about getting into social media. In the post, there are also some great links to other informational sites or blogs on the subject. Coming from a Fortune 500 perspective, she says you'll need to spend at least $50K for a good social media campaign (and up to $500K). Her readers are skeptical, probably because some are from much smaller companies or divisions. If you're spending nothing now, no need to start with $50K. Try 10% of that.
After lurking, you'll have to do an about-face. Because when you join the conversation, it's all about trust and becoming part of the group, or tribe, that wants to talk about the topics involving your business. But start by hiding behind a bush. See what you're dealing with, what the game's all about. Then run out there and join 'em. Furtive first, bold second.
--Dave
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