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Great article, Dave. I like how you broke down the various types of engagements opportunities for companies that apply to several functions within a company (i.e. online complaints = for customer service, point of need = sales opportunity, influencer engagement = PR, etc.)
Great article. The adoption by large corporations is starting to pick up. What we are seeing is that many are now looking at setting up effective listening mechanisms (social media monitoring), which is a great way to start. The “powerful yet dangerous” part as you state above where there is still hesitation is when they want to move to engagement, and start joining the conversation about their brand. Several big brands are doing it right today and this is helping to create the positive case studies which will bring the rest on boar
Also, I agree with bhartzer above... all brands need to be listening & engaging in conversations about their brand.
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Story: Top 10 Reasons for Monitoring Brands in Social Media