Paula Drum who was involved with many of H&R Block's social business initiatives recently announced her pursuit of a new opportunity. I've met Paula a few times and she's both smart and approachable—I wish her the best of luck in her new venture. She's also left us with a bit of wisdom called "10 Tips For Social Media Marketers" that I highly recommend reading and contemplating over.  Stop what you are doing and just go read the entire write up. Below are a just a few of my favorite points.  Good luck Paula!

• Media $ versus human capital – I mentioned human capital earlier.  Companies can spend a lot of money trying to launch a social media program.  For the most part, I would really classify those efforts as an integrated marketing campaign.  Yourapproach and funding of an integrated marketing campaign needs to be inline with the size and scope of your overall marketing budget.  Socialmedia programs can be a lot more cost efficient from a media budgetstandpoint, but, you still need human capital to run them.  In many cases you may be trading media $ for the human capital needed to run a program.  For example if you are taking the first step of listening and engaging in the con...