Stop creating reports, and start creating understanding.
There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.
Facebook Fan Pages are email newsletters with smaller pictures.
Social media is about people, not logos.
Social media allows big companies to act small again.
Social media changes the relationship between companies and customers from master and servant, to peer to peer.