Although I generally don't like negativity I think this list is important. Basically do the opposite of everything in it and you should be fine. I have to take issue with the last slide though, about running screaming from people who say social media should be measured in DOLLARS. Being a Brit, I personally think it should all be in POUNDS. STERLING.
Good information here for PRs who want to 'get along' with Wikipedia.
Very useful post on some very interesting research. I'm kind of hopeful that, having looked into measuring influence, sentiment, engagement and messaging, as well as tying that into actions and target, I'm in the 5%.