Know-How Exchange : Strategy

I am not familiar with either of the social media vendors you mentioned. However, I have a little experience with launching a blog. I did so with my last company shortly before I left. We had very specific plans in terms of a very regular posting calendar (minimum once a week), plans to obtain commitments from industry guest bloggers to participate, and plans to constantly promote the blog to clients and prospects in all communications.
They have fallen short of the original mandate unfortunately, due to resource issues. They are not doing blog posts at all, simply posting content that they are publishing in other vehicles as part of their overall content marketing strategy. They are posting very infrequently. They have only had one guest blogger since November. Consequently, I do not see that the blog is working in terms of engagement. I see virtually no comments on the site, and very few article ratings.
My advice-whatever your plans are for a social networking site-make sure you have someone in place to manage it as a key responsibility. Have detailed plans in terms of the implementation, posting schedule and a marketing plan for ongoing promotion. Ensure you have the resources to implement the plan. It takes a lot of hard work and consistency to achieve results.