Ellen Ewart has some fantastic advice to the business that is social media-curious but has yet to take the first step towards engagement: listen — If You’re Not Ready to Participate, Listen.

If you’re not already online, check out some blogs before you dive right in. If you’re not using your voice or moderating comments about your brand, chances are that hasn’t stopped other people from doing it. A good way to start is to simply listen and gage what your brand looks like in the online space. Perform a simple Google search to see where you are mentioned.

This is very important to do. It all comes down to measuring thrice, cutting once.  It is also important if you think of yourself as being a brand new gold fish entering a new tank: spend some time acclimatizing.   Here are some questions that Ellen Ewart offers you to ask before you take the first cut:

1. How have others perceived your brand? Is it in line with your corporate identity?
2. Is your logo familiar or trusted?
3. Has anything you’ve done in the recent past been controversial? If so, how have people reacted amongst themselves and has your company responded in any way?
4. Is there consistency in how people interpret your brand?
5. Are there any consistent keywords associated with your brand? Check keywords between sites that mention your brand.
6. Do people believe that you fulfill your brand promise? If not, how far do you fall short?
7. Are there any media outlets that don’t cover your news? If so, identify how to reach that audience.
8. Are your press mentions positioned accurately?
9. Do your employees participate in any conversation about your brand? Do they properly understand your brand’s promise?
10. Perform this type of research on your closes competitors to get a sense of how each fares.

These questions are a gift and you should read the rest of the article and the Bizzia Brandcurve blog as well.