Great article - we all definitely have a tendency to focus on the next shiny new tool/site, but it's the discussions/relationships and how they are changing that is the revolution. - Stuart Miniman

Agree that the focus needs to be on improving the relationship with customers/employees. There will always be a new tool. Changing the culture in enterprises to allow these dynamic conversations to happen is still a big problem. Realizing that this is not limited to just the PR department is huge for many companies. - Elwin Witzke

Thanks for the great summary. I wholeheartedly agree. I must say I have been very surprised at the level of trepidation that people who are just starting out with corporate social media participation bring to the process. For my part, I council them that changing the culture of their organization to bring more authenticity and immediacy are the most important factors. Introducing social media to a company is a perfect way to get a snapshot of the level of fear within an organization. - Dan Parsons