It is not easy to know where to start when it comes to social media. The stories of brands that have taken missteps with fake profiles, and become a lightning rod for negative comments are aplenty - causing more than one marketing team to take a big step back and wonder where and how best to get involved. Increased scrutiny by legal teams, the recession and a general fear of taking risks are also factors that are keeping brands from really digging deeply into using social media.

"I want to make love to the @jetblue terminal," tweeted @meaghano, a.k.a. Meaghan O'Connell of Brooklyn, N.Y., earlier this month.
Three minutes later, @jetblue replied on Twitter: "Goodness...I hope you at least buy the terminal dinner first!"