Yesterday, I attended a presentation on social media sponsored by the DC Ad Club. Allison Burke of the Brookings Institution gave a nice overview about what you need to consider when working on organic social media content, that is, the content that you don't pay for.  More and more, the main social networks like Twitter and Facebook are making it so that you have to pay to promote your posts or else they will be lost in a huge morass of content. Allison says that you should look at promotion or pay to play as a boost, while focusing your efforts on creating great organic content.

What she said made sense to me, but it got me thinking that what seems obvious, and what works well is not always what people in social media do. We've seen the many social media blunders that happen daily, making me conclude that to do social media you have to have special skills. These are:

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