If you have to convince the boss or the establishment that your organization would benefit from social media, you might want a plan. Here's a very simple one you can copy:
1. Do your homework by growing bigger ears and making a little map of what people are saying about you, your competitors, the space, and where they are.
2. Find a reasonable case study to match the organization's interests.
3. Write a one page doc that has: the main goal, the approach, the resources required, the tools required, and how this ties to the larger business goals of the organization. Be sure to compare the cost (including employees) to the cost of current marketing or business communications methods.
4. Write a one page doc that outlines a non-threatening, finite pilot that lets you "try before you buy" with a clandestine test of the tools and methods (for example: set up a blog about your passion for bowling, instead of your company's dental practice).
5. Present this in one, brief meeting where you ask them to listen to all parts before they offer feedback. Give yourself less than 20 minutes (it takes even less, to be honest
Source: ChrisBrogan.com
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