Even the best social-media plans are likely to fall flat if they run into opposition from your organization's executives or lawyers, writes Lee Provoost. The key, he argues, is to come up with two separate pitches -- one to get people excited about the project and another to play down the project's perceived risks. "Everyone is focused on selling the benefits and ROI, but it's mainly risk-mitigation that will help you avoid the big frustrating corporate walls," Provoost notes.

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