What do most companies do wrong when they enter the social world? No, it's not that they're being fake, or don't "get it." It's that they don't really know their objectives. Is your company doing its social strategy backwards? If you started by saying "we should do a blog" or "we should create a page on a social network" or "we should create a community" the answer is probably yes. In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It's time to stop doing social because it's cool. It's time to start doing it because it's effective. To help clients with this fundamental idea, we invented a little acronym called POST. It's been one of the most popular ideas we've ever created, even though it's so simple and commonsensical. - Peter Stinson