These days, when new clients come to us looking for strategic marketing communication plans, inevitably one of their first questions is about incorporating social media. Don’t we have to have it? Won’t it increase our customer base and revenue and help us leverage our small marketing budget? On the flip side, we find clients coming to us with few marketing tools in place, yet they will already have Facebook and Twitter accounts set up. Likely to be missing in either situation will be two important things: a social media strategy and an internal social media policy (we’ll save the latter for another post).