Our culture is becoming increasingly more obsessed with social media. Every company worth its salt is trying to find ways to integrate Twitter, Facebook and other social media tools into its advertising efforts. Even the online giant Google recently admitted that it had failed at social networking (Google Buzz anyone?) with an announcement that it was now looking to hire a ‘Head of Social Media’ to help them overcome their shortcoming.

This tongue-in-cheek ad campaign for the Swedish newspaper “Dagens Industri” disguised as a case study in the future of advertising pokes fun of the social media phenomenon.

There’s no doubt that there are tremendous benefits to be gained through social media tools. Some of my best business contacts, church connections and even friends have come through social networking sites. However, it’s easy for organizations to go overboard and get stranded at sea, desperately clinging to the sinking lifeboat of failed social media attempts (hey, I’m milking this metaphor for all it’s worth!).

I’ve had a number of opportunities lately to advise organizations (especially churches) about the best way to integrate social media into their brand. While I’m hardly an expert, I do have a few suggestions. The advice I give most frequently? DON’T DO IT!

• Don’t do social media just because everyone else is doing it. Remember what your mom used to say, “Just because all your friends jump off a bridge…”
• Don’t launch your social media efforts prematurely. Splash around in the kiddie pool before you take off your floaty and jump into the deep end.
• Don’t do it all. There are a lot of fish in the sea. Throwing a few lines out is good but if you have too many you’ll probably get your lines tangled.
• Don’t venture into social media without a well-thought-out strategy. It’s an awfully big ocean out there and it’s easy to get lost at sea. Think through your strategy before embarking into open waters.
• Don’t do social media if you’re looking for a miracle fix. Social media is a tool to help your organization communicate with your fans and followers. It’s not a silver bullet. Jumping on the social media boat will not instantly make you cool, hip or connected.
• Don’t do social media if you can’t do it well. The social media ocean is littered with the floating remains of abandoned Twitter profiles, under-utilized Facebook accounts and YouTube accounts with one video from 2007. If you don’t have the time or people to do it well, wait until you can.
• Don’t do it if you’re looking for instant results. With all the buzz about viral campaigns some people think that after their first Tweet they’ll instantly start an international sensation and the followers will come by the thousands. Not true. Growing your presence in the social media landscape takes time.

These are just a few reasons I advise people or organizations to hold off on social media. Don’t get me wrong, I’m a huge social media advocate and love when I see companies that utilize it well. I would just rather see more organizations that look before they leap. There’s already enough abandoned ships on the social media ocean.

What advice do you have for organizations looking to venture into social media?