To the Point: Is Your Boss Facebook-phobic?

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.