I thought this was a great post, specifically this part:
We often overlook the fact that plans are not overly helpful when the goal is to learn, innovate, and adapt. As we know, social media are a set of technologies that are evolving constantly. They thrive in environments that are highly adaptive where organizational members can use technology to meet ever-changing needs. The decision about applying social media to needs should be located as closely to the ground as possible and not up at the top of the organizational chart.
Recently I started posting book meme photos to our library FB page. It was a gut reaction to seeing such boring stuff constantly going up. It worked. Loads of shares and interactions!