Social media brings broadcast and rapid customer feedback to the masses. Never before has small and medium businesses been able to so rapidly enter markets. Tweeting, blogging, YouTubing, etc., makes live broadcasting available to the masses. You can easily reach hundreds and thousands of Twitter followers and customers. It is phenomenal.
This stated, the company message and sales process needs to drive what is in the new media. Not the other way around. There are organizations extending their current services (PR firms, Ad agencies) to social media strategies as well as organizations that strictly specialize in nothing but new media.
Once the followers and the hits start coming, the next question is how to translate this into real deals that hit the sales pipeline. Nothing is more frustrating to the executive team than hearing how great a marketing program is going and not being able to quantify the results. This makes lead nurturing critical as marketing navigates the development of truly interested uyers.