For brands, resistance to social media is futile. Millions of people create content for the social Web on a daily basis. Your customers have been using it for a long time. Your competitors have embraced it. If your business isn’t putting itself out there, it should be.

Don’t accept friend requests from people you don’t know or know well. Ever heard the saying show me your friends and I’ll tell you who you are? The same pretty much applies in social media. When accepting friend requests be sure you know the person you are accepting them from or at least check out their profile. Don’t just accept request from every Tom, Dick or Harry that wants to befriend you. Do some screening. You don’t want to befriend someone who is not interested in sharing but you want to spam you with stuff you have no interest in.

13. IMPROVE: Based upon the early learnings, tweak your approach, strategy, content and more. CONTINUALLY LISTEN, MEASURE and IMPROVE! This is the key to social media. There is no perfect way to send a TWEET. You will have good tweet days and bad.

The large companies know social media, why doesn’t our company just use the same vendors? There are a few things wrong with this statement / question. First, a lot of vendors feast off of ignorance. Second, many feast off of an interview they did with some newspaper – maybe they were featured in the LA Times two years ago. Don’t believe everything you read.

Develop a marketing plan. If you don’t have one, write one or hire an expert to help. It doesn’t have to be 100 pages. At minimum take 30 minutes to formalize your goals and objectives. If you have no goals and objectives you will have nothing to measure your success and learn from.

I have been able to attract the majority of traffic so far from ONG Token, and it has been a great starting point to do so. Every new blog will need to first attract and mobilize the advantages of social media sites.

The same is true of social media. There are shades and variations of capabilities and opportunities, so you have to know what you’re dealing with before you can properly engage.

By the way, if you’re just not a very social person, that’s all well and good. But maybe you shouldn’t be the one managing your company’s social media efforts. Seek out those who truly enjoy the medium, and allow them the time and space to explore the various “countries” of social media. Let them learn the languages and the cultures that go with each.