In the following study conducted by Altimeter Group, they have managed to define a clear pattern, which was consistent from the industries experts. Coming down to the following 8 criteria:

1. Set Community Expectations

• Is your brand clearly articulating what the Fans could expect from you ? Do you provide support ? Do you provide guide or informational tips ? Or ?
• And what is appropriate and what is not ?
• What are the guidelines should the community be based upon ?

2. Provide Cohesive Branding

• Does the experience resonate what they came to know and expect of from your brand ?

3. Be Up To Date

• Do you setup and forget about the page after the campaign ? Why ? Why not ?
• What should your fans and visitors be expecting on a on-going basis ?

4. Live Authenticity

• Who is actually behind the brand on the fan page ? Is there a real person behind creating and building a "Real" relationship with your fans and customers ?

5. Participate In Dialog

• Are you actually responding to the community's need ? Or are you just blasting them with "Me..Me" content without a two way communication approach ?

6. Enable Peer-To-Peer Interactions

• How are you enabling the community to help and respond to each other ?

7. Foster Advocacy

• How do you enable the community to share and tell their story to their friends ?
• And why should they ? Is there a reason to share ? Is there a value to do so ?

8. Solicit A Call To Action

• How does your fan page actually match back to what your business is trying to achieve ?
• Are you trying to drive awareness amongst your solutions ? Or ?

Points To Ponder:
Using the above criteria as a baseline, which of the following should you be working on and which of the following should you be enhancing on ? Why ? And Why not ?

Who's Doing it Right and Who's Not ? 30 brands put to test:

Social Media

Testing and Measurement

Avinash stress the importance of ensuring high velocity testing and measurement approach is incorporated into your overall marketing strategy

What CMOs should focus on

Avinash discuss what CMOs (Chief Marketing Officers) should focus on and avoid when building a holistic marketing strategy and reframe from falling back as the highest paid person's opinion approach 

Evaluating new forms of media

Avinash stress the importance of empowering individuals within the organization to start small and test new forms of media where customers might be presence

Future of media

Avinash discuss the importance of investing appropriately offline and online where the customers might be and not shouting at them

Tapping on the right data

Avinash discuss on what data - marketers should be looking at namely: Quantative clickstream data, Qualitative voice of customers and competitive intelligence

3 most prevalent myths about web analytics

Avinash talks about the three most prevalent myths about web analytics namely: 1. 100% clean data; 2. real time data; 3. looking at metrics similar to traditional media

Actionable Decisions

Avinash discuss about driving actionable decisions through "Our ability to be proven wrong fast !"

Marketers' Tolerance For Risk

Avinash talks about marketers' tolerance for risk and how to convince your managment to start small and prove the return of testing

Points to ponder

1. What are your marketing challenges for 2010 and beyond ? Why ?
2. How are you going to overcome the challenge ? Why and Why not ?
   

Are you running a eCommerce business ? If so, how do you define the appropriate KPIs for your business ?

Points to ponder

Identify

• Have you isolate / identify what are the key issues on your website and quantify the issues ?

Learn

• Have you diagnose why the issue/s is present ?

Testing and Implementation

• What is your purpose approach / methodology for testing ?
• Who are the targeted segment for testing ? Why ?
• What is/are your hypthosis for the test ?

Measure and Analyze

• What is the outcome for the test conducted ?
• What is the business outcome for the test conducted ?
  

Mark Zuckerberg: "The idea of the social graph is that if you mapped out all the connections between people in the world it would form this graph, and that’s what we’re doing at Facebook. Once you’ve done that, you can start building services on them and enable this broader platform, build games, etc. A lot of people have characterized the social graph as something that we own or control, but we don’t."