I am sure that you all remember the good old cartoon from Bugs Bunny, the Tortoise vs. the Hare:
During the entire race, Bugs Bunny is trying to cheat, cut corners and sabotage the Tortoise in order to win the race. The Tortoise on the other hand just runs the race and stays the course. When all is said and done, the Tortoise wins and proves the point, Slow and Steady wins the race.
Social Media implementations are very similar in this approach, or at least successful ones are.
In the more recent past, companies were getting involved in Social Media and launching online communities because their competition was, or because it was the ‘Thing to do, and they followed the concept of “if-you-build-it-they-will-come”. While that approach may have worked in the past, it most certainly does not work now.
People have so many place that they can go to converse and interact with others, that they have their pick-of-the-litter when it comes to Social Media. Have you done your research ahead of time, or have you rushed into the space, hoping that by cutting corners you will beat your competition?
Which do you think that you are at the moment? Have you built your application or Strategy? Are you reviewing other applications (Twitter, Facebook) and doing your research up front before you jump into the game, analyzing your audience ahead of time? Are you setting yourself up for failure before you even begin?