Three Steps: How Companies Can Participate Successfully in Social Media

The first time I wrote about a three-step process for organizations to participate in social media was in February of 2007.

While my thinking on how it works has gotten much more complex over time, it still is a simple framework by which a company can start think about social media strategy. 

I would love to hear what others think each of these steps should entail.  What does it mean to listen? How can you participate?  What can a company do to contribute?

I will be covering these concepts and more at my upcoming half-day seminar at the PRSA International Conference in Detroit, Building Integrated Social Media Campaigns: How to Leverage New Media in Existing Communication Plans. I will also be doing a master class on the Strategist and Social Media during the conference itself, so your advanced input is welcome.