As to strategy, I agree it’s nice to have a clear direction. But one thing I have learned about different social media is that they are all slightly different, and every company / person needs to find what is most natural or effective for them, what they will practically use. What they will PERSONALLY use. It does no good whatsoever to pay an ad agency to pontificate about strategy (on your dime) for several months and then spend another several months “executing” that strategy. Hop in. Get a twitter account. Start using facebook et al. Then once you get your feet under you, you will be much more likely to select an appropriate strategy. In the absence of a grand plan, let your strategy be: 1. be real. 2. don’t be fake. 3. look for ways to help your customers.