One of the problems with an attitude of “everyone else has it, so should we” is that resources get overextended and you can’t always do a good job. It’s better to pick a smaller number of site features and do them well.
Social media is one of the latest “must-dos” in the industry, and it’s a time-consuming one. Need inspiration on how to do it well? Check out this post from marketing blog The Daily Grind on the Obama team’s excellent grasp of social media, even post-election. An excerpt:
Now that, my friends, is how you engage users online! Create content that is relevant that people will be compelled to share, contact them later in an authentic way with a value add, and they will love you – even if they didn’t notice they gave you permission to contact them.
People love talking and sharing. We are inherently social creatures. However most of us are also creatures with extremely strong BS radars and, as soon as you try to get lazy and sell us something without asking if we even care, we will shut down, or worse yet – turn on our computers and rant.
I’ve said it before, but it bears repeating: use yourself as a test subject. Would what you’re doing annoy you? If you were in the target audience, would you be engaged or annoyed? Then make decisions accordingly.