It seems that the natural evolution of social media occurring is taking shape in the marketplace. We're beginning to round the first corner of acceptance and many businesses have begun to dabble in the space and for those who already have, they are talking about how it has helped them develop new methods of marketing their brands and connecting with their online communities.

"By now it's a widely accepted marketing maxim that a brand isn't simply what its marketing department says it is but what its customers say it is." - AdAge

But companies are still tentative to make a solid commitment to integrating social media into their overall organizational structure including sales, marketing, PR, communications, customer service, advertising, etc. because it has yet to be segmented in a way that organizations can understand - with KPI's (key performance indicators).