Guidelines for Companies to Master the Social Media World

BusinessWeek ran a nice article titled "Social Media Exposes the Corporate Psychopath". It has some interesting guidelines that companies "need to master in this new world" called 'social media'. I'll pass you the last two paragraphs:

It's important for your company to build a presence in social media. These new communities are irrevocably changing the landscape for marketers and how we communicate. Increasingly we are being charged with delivering ideas that engage and influence the people in these living, breathing, and highly responsive human communities. For advertisers, this presents both a unique challenge and opportunity: We need to integrate our message and presence effectively, profitably, and appropriately into social media communities.

The presence you build within social media will be analyzed, scrutinized, and perhaps criticized. However, entering this territory—which is controlled by the digital swarms of consumers and their communities—with the right voice and then nurturing that conversation in a manner authentic to your brand, your products, and your customer will ultimately have a far greater positive impact on your level of opportunity over the existing risks. In fact, the greatest risk is being absent from that conversation in the first place while your competition gains a powerful foothold.

I have nothing more to say than: "I fully agree!" But, do you?