Ticking the box

I've come across a number of brands recently who are jumping in to Facebook and Twitter to simply 'tick the box', There is no real thought in what they're trying to achieve or what their objectives are, beyond simply being able to say they are part of the social web. I recognise that until you start a dialogue with your consumer you are not quite sure where it's going to take you but it's important that 'jumping in' is done in a considered fashion and most importantly that it's done in a joined-up fashion , taking in to account all of your online communications, brand website, branded content and much more.