You can’t just use social media for marketing and advertising and hope that anything will change. It won’t. Not a single one of your company’s problems will be solved, not a single customer more happy with you. (Your management might be happy ’cause everything seems new and hip, but this shouldn’t be the benchmark.)

There have been several blog posts like the one quoted following a somewhat failed attempt by mobile provider Vodafone to host a social-media-enhanced press conference. I couldn't agree more: Social media is a new form of communication, not just a new channel. You have to treat it accordingly.