The social media arena is no longer a niche curiosity. It is also not a trend that will simply go away. Rather, social media pose a number of threats to your business and your brand, as well as a tremendous amount of opportunity. But, first, your bank needs to know how to listen. Listening through social media sounds like a simple proposition. However, when funds are tight, it is often difficult to position social media-related activities as mission-critical. Pitching a technology-driven social media initiative to internal stakeholders requires a tightly defined value proposition. A few suggestions for developing such a proposal follow: 1. Understand how social media can be leveraged. 2. Map social media to your current initiatives. 3. Pitch a platform that makes sense now, and in the future. When utilized effectively, social media can provide valuable tools for any organization.