So, we have already established that companies need to be involved in Social Media. It is better to be a part of the conversation rather than just having everyone else talking about you. That being said though, what kind of organization are you now? What kind of organization do you want to become?
I suppose that companies could be happy with just being engaged with Social Media, but I would propose that we take it one step further. Why not take the effort all the way and become a social organization. Make all your business planning and efforts around how your entire organization can morph into a truly social organization. To be a social organization you take the concept of sustainability and take it to the next level. It is more than just being a company that talks about sustainability. For example, ask yourself questions like: what do we want to be known for? Once you answer that, then you have the start of a plan. Keeping asking yourself these questions as you plan and execute that plan.