Many companies with whom I have worked struggle to get into the game on social media. Due to engrained habits, they can not see a clear way to add this new dimension to their marketing mix. Today, it is really not an option. Conversations about your company are happening out there – period. The only decision you really have is, “Do I want to participate?” I would suggest that your answer should be YES! But that begs the question – what do you do on Monday morning? How do you really operationalize these media that can be (and should be) much more colloquial than our traditional corporate communications? Establishing a policy in this area seems a non-starter for many firms. However, it is happening. See Coca-Cola’s new social media policy: http://www.digitalbuzzblog.com/coca-cola-launches-new-social-media-policy/ . If a global company with 92,000 employees can do this (in 3 pages no less!) don’t you think your company can swing it?