There is always the possibility that something will go wrong with your social media strategy. You must be aware of what is going on out there.
The link below to a GigaOM post at WebWorkerDaily is very well presented and worth your time. All the points in the blog post are very well taken however number 2 should be in the forefront.
You have to spend time reading and searching on your business and products. Perhaps you sign on with a service and do it yourself with some software, just do it.
6 Ways to Avoid a Social Media Meltdown �
Now after you read that here is a simple link (same site) for some interesting information on search and the things you can use search for. I use a number of these.