Worthy Web 2.0 Investments

Social media seems to be the federal government's big new thing. Agencies are Facebooking, tweeting and hosting YouTube contests to communicate with the public, recruit new employees and build stronger individual brands. But, as Keith Kochberg over at iMedia Connection asks, is it possible to over invest in social media?

One of Kochberg's four "must-do" strategies for using social media, and perhaps the one most relevant to federal agencies, is to develop clear goals and objectives, essentially matching the desired destination with the appropriate vehicle. He writes:

Want to be seen as a young and hip brand? Social media is all about buzz, and it's best for building visibility and brand awareness over time. It might also help with increasing purchase frequency with existing customers, by offering unprecedented levels of customer interaction, which can also lead to better customer retention if done right.

But if you're after customer acquisition, or immediate and quantifiable results, be warned: You might find your social media campaign coming up short in this areas.

So what is your agency's primary goal with social media? Are these tools being used effectively and for the right purpose, or will the Web 2.0 strategy fall to the wayside if the audience's interest level doesn't meet expectations?