There is a rather large difference between companies “doing” social and “being” social. For a company to succeed at this new business model, they must learn how to do social and also, enable their people to be social.
Doing social is the imperative part of the equation. This means making plans, defining objectives complete with outcomes, tracking and measuring success and making adjustments to the plan along the way. Most companies start doing social within their marketing and sales departments to drive traffic to their site and raise awareness about their products or services. This usually looks like marketing managers using social tools to broadcast their message to the world.