It's OK to feel nervous about taking the social leap; it's a vast frontier with lots of possible pitfalls. It can make you feel pretty darned small. But there's a lot to be harvested in targeting the "social customer."

So how do you go about social-farming strategically, instead of just doing it because everyone else is?

Mirza Baig offers some handy advice for overcoming your fear of the wide social landscape so you can begin to reap some big benefits. Among his tips:

Empower your employees. With the right training and governance, each and every employee can be a strong arm in your mission. Use an ARM approach—act, react, and manage—and allocate staff skills wisely across channels to better serve users, wherever they're talking to you.

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