Social media may be the next avenue for marketing but developing a sound media strategy is very important before embarking on this front. Many people mistakenly think that creating a Facebook fan page or a Twitter feed is enough to be a media strategy in itself.
To avoid such mistakes the company has to get in place a media strategy that is truly about the users rather than only about the product which might just be dismissed. Use monitoring tools to gauge the directions that the conversations take and add to it only after researching the topic. It is also sound media strategy to be transparent about the company's identity and contact details. This will help in establishing a relationship with the community.
Another condition for maintaining a media strategy is to provide the information that the community needs as well as the wants of the users. Instead of directing your energy on getting new followers and fans, focus on the type of conversations that take place and whether users are satisfied with the interactions or not.