In creating a Social Media 101 workshop for campus users as well as a new social media users’ guide, I recently crafted five golden rules to consider before beginning social media efforts on behalf of one’s institution or organization. They borrow from advice from many colleagues, but I figured posting them here just might benefit others.

1. Be present. Acquaint yourself with any social media outlets before trying to use them professionally. If you’re not familiar with Facebook, creating a group or fan page 15 minutes after you sign up could be an uphill climb. Learning as much as you can about a particular platform or community will increase your chances of success.

2. Be prepared. Have a plan for who will post and/or respond to social media, how often you may want to post content and what goals you want to accomplish (see below). You may want to prepare…