I would like to ad a few to this that carry over from traditional marketing. Do not let the sales force play to big a role in website content creation.
Do employ a copywriter when possible.
Do monitor content being posted to corporate blogs by employees.
Do chose social media opportunities that fit your business model rather than an all or nothing approach.
Do manage expectations of the people who view the web as a magic, unending pool of ready to close sales opportunities.
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since May 2009