Massimo: Creating an entire plan around social media. “It’s one thing to say, ‘I’m going to have a Twitter page, a Facebook page, a LinkedIn page. Now what are you doing with it? What’s the plan? What was the content that was going to be posted, how often was it going to be posted, how was I going to engage, how was I going to track?”
Bacarella: You need a staff member dedicated to the task, and well-trained. “Vanguard has 85,000 followers on Twitter, they have tweeted over 7,000 times, but they have eight people dedicated to following these procedures.”