Great article by Ashley Feit at Walls & Ceilings outlining the basics of why and how companies should be using social media:

With so many different ways to communicate, it’s hard to keep up with all of the technology. While new technology seems cumbersome or difficult to learn, consider the value you offer your customers by using it to communicate what you want to say when they want to listen.

Good article if you are looking at getting started in social media marketing and need help explaining the benefits. I especially like her advice on managing time: if you don't have time to use all of these, focus on the one your customers use the most.