NetSquared, GetActive and Squidoo have come up with a list of what they call the 59 Smartest Orgs Online. As you consider various online activity, it is worth taking a look at what these organizations do and how they do it. Then evaluate whether it makes sense for your organization to do something similar.
The list can be found here.
For other ideas and considerations, check out the NPTechBestPractices wiki by clicking on the widget to the right, or by clicking here.