Bob - different conversations will require different types of responses. And when many people are active in social for the business, it helps tremendously to have a plan on who and how to respond. Increasingly, this also means having a plan on how to communicate this internally, as well. For example, if someone in your network asks a question about a product issue, who should respond? And if someone from another team or department monitoring sees the conversation first, what is the process for the getting the right person aware and responding? Having this plan in place helps make sure your team(s) are always in sync and your network is always getting the proper response.