Here are two video presentations that I found which show why it's so critical for marketers and communications professionals to keep on top of social networking. Link is at the bottom. Let me know what you think.
#1. Health 2.0
Shows the possibility of using Twitter and tweets for constant communication between doctor and patient.
Also Twitter can be used as a customer feedback loop.
#2. Reputation Management
This reads like a giant flow chart and shows how branding and reputation work across social media platforms.
Discusses how dissatisfied customers can go after you and if it goes viral the trouble you can get into.
Touches on consistency of branding across social media platforms - vital for communicators and marketers.
Talks about monitoring what's being said about you through blogs, social networking sites, etc.
Go look and learn - www.vizedu.com