A good topic to address is how Social Media can be used by organizations to create organic search engine results, open lines of communication with their consumers, and ultimately build up their online presence therefore increasing their level of influence.
Organizations need to realize that their company is going to be talked about vie social media no matter what. So the idea of losing control over ones online PR campaign is simply a waste of time. The best idea in this case it to educate the people who are unaware of the influence that social media can have, and then jump in head first being careful not to step on anyone else toes or trip yourself up.
The other awesome thing that Social Media allows an organization to do is communicate with any consumer that stumbles up on a site having a conversation about a particular subject that concerns both parties. For instance Dell Hell allowed consumers to voice their opinions and stories in a neutral environment, Dell in turn realized that they could not directly control the neutral space. Therefore the only way for Dell to douse out the flames was to take responsibility and open up the lines of communication with the bloggers at Dell Hell.
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