1)      Have a plan
What are your goals for your social media strategy?  Which elements will you pursue?  There is an ever-increasing universe of social media options: Facebook, MySpace, Twitter, LinkedIn, YouTube, Flickr, Gather, Orkut, Hi5, Meetup - just to name a few!  And that does not even include your own social network for your supporters.  Every element that you pursue will require an investment of time and resources to be of benefit to your cause or campaign.  So, before you embark down this path, decide how you will use each element and identify the places where you are most likely to communicate with supporters.

2)      Listen to what is being said
Most social media communities will have key word search capabilities.  Search on the candidate or organization's name to see what people are saying.  But, don't stop there.  Search on key words that relate to important issues to learn more.

3)      Planning to use Twitter?  Who is your voice?
Twitter seems to be everywhere these days and it is unique among social media because is a very personal medium.  Decide whether there will be a single Twitter account to which multiple staffers will post - more of an organizational approach, or whether the candidate him/herself will post.  Or, perhaps, you will pursue both.  Politicians like Rep. Darrell Issa (CA) and Sen. John McCain (AZ) are establishing themselves as very accessible because they (and not some staffer) post tweets. 

4)      Devote time
Part of your planning must be to determine who will be managing your community building efforts.  A significant commitment of time is required for any social media project to benefit your campaign or cause.  You may decide to develop a single social media program to start with so that you can gain a good understanding of the resources necessary for success.

5)      Integrate efforts
Although it is resource intensive, developing multiple social media initiatives can multiply your results because each can promote and reinforce the others.  For example, you can set up your Twitter feed to display on your Facebook page; you can Tweet about a new video posted on YouTube, etc.

6)      Provide tools for supporters
The easier you make it for supporters to spread your messages, the more they will.  So, provide widgets they can post and useful, succinct information.

7)      Create conversations
Engage in the conversation - ask questions, seek feedback.  Contribute ideas where you can, even when off topic.  Be part of the community and you will cultivate supporters who will become donors and volunteers.

8)      Be visual
Pictures and videos are especially effective and will help people get to know you or your cause.

9)      Pick your battles when responding to negatives
It is inevitable that some people will post information/opinions that are either inaccurate, uncomplimentary or both.  Unless you believe that the post is highly inflammatory and likely to see wide distribution, it's probably best to let it go.  Focus on the positive.

10)   Observe successful techniques of others
How are other candidates or organizations achieving success?  For example, Senator McCain has almost 800,000 followers on Twitter.  Keeping up on his casual banter with some of the media reporters is one of the things that makes it fun and interesting to follow him.  His personality comes through and we see comments that we wouldn't in other media.  There is definitely something to learn here.
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