This is a great post. I would like to add another point on #3. You say if a consultant says “Twitter, Facebook and a blog” and that’s it, odds are you don’t want to work with that person. I definitely agree and that you should assess where the business's audience is first across all social networks, but chances are, if a business is hiring a SM consultant, they've really only heard of Twitter, Facebook, and blogs! I think it's essential for a consultant to do some primary research on where the appropriate audience is with some info about the social sites they've suggested – including an “about” and some convincing statistics. That way, they can back up their suggestions.

@dferrari

@Heather This list is a service to those who practice social media education and strategy as well as those seeking it, so kudos for starting it. In addition to the above, I'm with you on No. 8 and I think the key is “highlighting what your business can learn.” Anyone can regurgitate a case study, but do you understand how the lessons from it can help a potential client?

Another question that may sound simple would be — “How do you talk to people when you use social media?” I can usually look at someone's Twitter account and get a pretty good idea if he/she understands SM etiquette. No offense to traditional marketers or advertisers, but I can spot you on Twitter a mile away. If someone is just talking at, he/she is probably not someone your company should be talking with.