I love watching football. In fact, I'm so glad the pro season is less than a week away.

Would I be as much of a fan if the announcers just did play by play? No. The games would be boring. I like and, in fact, need the color commentary.

John Madden was the consummate color commentator. His knowlege of players, plays, and strategy elevated my knowledge, appreciation, and enjoyment of the game. I didn't always agree with him, but

In a previous post, I wrote about the reasons most companies fear social media.

The solutions to all those fears can be found in a well-established and focused social media team.

Let's see what that looks like.

Focused Mission

No company should do social media just because social media is cool. That's a recipe for failure and frustration.

Every teams needs a mission. They live and die by the focus they have and the

Our friend Rex Hammock has a great series of posts he is calling Content That Works.

Rex should know. He is a veteran of the custom publishing industry and has been blogging for nearly a decade. Yes, 10 years. Rex has earned the authority badge.

The series is Rex's opinion about content that works on the Web and what content will help prospects make decisions. He puts content into two categories: chronological (e.g. news) and