To the Point: Is Your Boss Facebook-phobic?
4. Get your boss into the loop
Set up Google Alerts and TweetBeep for your boss, so she or he can see that there already are many discussions about your organization online. Once this is apparent, two things are likely to happen: It will become clear that your organization no longer controls its message online — so it's not worth worrying about social media causing a lack of control. That day is already here. And it'll be hard not to want to join those conversations online, which is what Web 2.0 engagement is all about.
5. Set some ground rules
By taking step four, the need for step five will be clear. When should you react to what you're hearing? Who reacts? How? What do you do when people are saying bad things about you online? Lots of questions will be raised, and answering them with policies you create with your boss will do much to dispel any fear of experimenting with Web 2.0 — as well as prevent misunderstandings that can derail your efforts down the road.
6. Start clear and small
By now, you might have a tiny bit of support for doing something on Web 2.0 — or at least monitoring online conversations. If you're going to start an initiative, make it a small one with clear goals. What are you going to do, and how will you measure success? That second question — the end goal — is essential to answer at the start. Make sure you and your boss are on the same page with the goal, because "raise money" vs. "build awareness" vs. "grow our community" all have very different measures of success. The other advantage of starting clear and small is you'll avoid spending excessive amounts of time or resources on your project, thus enhancing its ROI.