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You know your business needs to get involved with social technologies, but the rapidly shifting landscape of social media is so confusing, you don't know where to start - you have ‘groundswell approach-avoidance syndrome.’ You're not alone. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff identify the causes of groundswell approach-avoidance and suggest a treatment: clarify your objectives before you turn to the technology. You'll be introduced to the four-step POST planning process-people, objectives, strategy, and technology - that you should use to build your company's social media strategy. The authors then lay out the five primary objectives for groundswell strategy - listening, talking, energizing, supporting, and embracing - and show you how to pick the one that best matches the objectives of your company as a whole. This chapter was originally published as Chapter 4 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.