Engaging in social media is a risky activity. You never know what to expect from your audience. They can rave about you, but they can just as well cause you the big problems that seriously affect your image. The risk can never be eliminated and the consequences have to be expected, but there are two must-dos that mitigate the risk.

1. Preparation: Before embarking on social media activities, you should have scouted out your audience. How social media savvy are they? How large is the audience? What is the level their clout? What typical conversations (about your brand) are already taking place? Et cetera. Finding the answers to these questions helps you determine whether the audience is willing and able to embrace you within the social media space. It helps you fine-tune your expectations, priorities and going-in position.
2. Policy: Create a social media policy for those who will be involved. This creates clarity on what can and what cannot be done while engaging in social media. Prepare not only general guidelines for everyday social media activities but also prepare specific guidelines for special occasions such as publicity dramas and compromised accounts (hackers).

Know what to do when going in. Know what to do once you’re in.