POST - people first
There's a nice and simple Forrester acronym and methodology (POST) on social media strategy to remind us when we set about connecting with people in this way we must start by thinking about our audience and what it is they want to do. Get it backwards and you are likely to create a ghost-town; a clever system but empty of life, of people. Jeremiah Owyang refers to this more @Cluetrain together with tips for those nervous about the corporate risk of detractors.
Tony
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It's funny how companies are worried about corporate detractors online, as if they weren't there offline. There's a perception that giving them a voice to the company, that is also publicly available, will lead to a lot of negative publicity. They're just not seeing the upside, that really positive publicity can result.
Thanks for the comment Simon. It seems to be a product of the old-fashioned misconception that a company can control what people say about it and a mistrust of staff to say the "right" thing. Maybe its fuelled by the way news media can beat up any "slip-of-the-tongue" a company makes and the fact social media create a permanent record - a digital shadow. I do celebrate the honesty of companies like Dell who have open user forums - makes their brand more credible.
cheers
Tony