Just read this Q&A with Sandy Carter:

And finally I think that companies don’t realize that this is brand new. It is not what they studied in college and is bigger than marketing. It encompasses the business. Social technologies should be part of your market intelligence, your strategic delivery, your development cycle, your customer support, your marketing and your sales. It is a cultural change in how we create business.

Which I think sums up what people miss so often. You can’t just use social media for marketing, you need to engage customers and influencers at every stage now. 

In a meeting last week where someone said that it has become a cliché to say “join the conversation” but also that it is still true.. that’s what you need to do.

The rest of the interview with Sandy is great. If you haven’t heard of Sandy before she is something of a legend in IBM.