Many companies have relied on outside social media consultants and agencies (and unfortunately a few gurus) to help them get started with social media. That can work in the beginning, but it’s hard to be truly ’social’ and ‘authentic’ when somebody who isn’t part of your company is managing your social media presence. For companies that see social media as a long-term must, it’s time to consider building a competent in-house team that focuses, in whole or in large part, on social media.

Don’t worry if you don’t fully understand what is the latest and greatest. Enlist the help of some of your younger staff or hire 20-somethings that speak ’social media’ as their native tongue.

That said, many Gen Y social networking “experts” experience may be primarily versed in the context of a peer-to-peer contact tool. It will be up to you and the social media team to find the commercial application that is most appropriate for your brand.

Collaboration is a huge part of what we do. And creative minds don't always think alike. But that's what keeps things interesting around here. This post was written in cooperation by members of the Trampoline Branding staff.