At the recent Marketing 2.0 Paris conference, Domino's Ramon De Leon showed how he is blazing social trails at his Chicago pizza shop and laughing off any fears about ROI. Worrying too much can hamper the liberty that creative strategy needs, De Leon argues.

What about those of us who are still fearful about taking on the social universe? Is there a way to make our fear of failure work for us? Luckily, Geoffrey Webb has provided some interesting suggestions about relying on fear to achieve better results.

According to Webb, fear can inspire you to:

Protect Your Loves. Fear often means you face a threat to yourself, or someone or something important to you, Webb notes. (Think: a dreaded attack on your brand at a social site.) Investigate the source of your fear, whether it's real or perceived, without succumbing to it, he advises. Threat assessed? Form a strategy to face it.

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