Foremost on the list is listening to what people are saying about you. I'm not talking about monitoring but actually listening. Rohit Bhargava makes this point and refers to it as "active" listening: Not just tracking a conversation but thinking about what people are really talking about and how it relates across the departments that make up your larger organization -- and which together are responsible for and drive the conversations you've discovered.

Number two on your "Get Started" list comes right out of Groundswell: get clear about your business objectives, what you are trying to accomplish, and what you are aiming at. Business objectives (or organizational goals for nonprofits) always come first. At least to a first approximation, if what someone in a marketing role is doing is not in some way driving the business, he probably ought not be doing it.

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