However much you're using social media to talk with your customers — what I call the muscle of engagement — you still need the skeleton.  These writers do a great job of showing what that is.

• Writing:  Pay attention to how you write and it will help you organize your entire communications effort.  This approach is from Journalistics.
• Culture:  Look for these qualities in your agency of record — and promote them inside your marketing and communications teams.  From BrandingStrategy Insider.
• Crises:  Have this in place for those issues that catch you by surprise.  From MyVenturePad.  
• Questions:  Always answer a question from the media, even if you don't have one.  From Journalistics.
• Speaking:  Focus on the needs of your listeners and stakeholders and let that inspire you to speak from the heart.  From the Bishop of London.