The trick to social media is to use them in truly productive ways – which probably means more than getting a lot of people to “like” your organization. Many times, we agree to “like” a business or cause because one of our “friends” suggested it to us. But that’s hardly the basis for a lasting relationship. What matters is what happens next. Are you actively taking all those “likes” – essentially somewhat qualified prospects – and interacting with them in ways that make them really like you – without the quotes? When you do that, you begin to tap the real potential of social media. Just keep in mind that this kind of success takes a plan and a serious investment of time. Are you ready to be liked?