As I think about the many lessons in the Cluetrain, one idea that stands out is that everyone in an organization is involved with marketing and customer service, regardless of their job title. For WEM to truly work, it will require solutions that touch everyone across the entire organization, not just Mar/Comm, PR and IT.
And if you think that social media should be the responsibility of the marketing department and/or the customer service department, you are thinking about this all wrong. The wall between employees and customers must come down and the only way the new technologies will scale is getting everyone involved.
So true. Social Media has changed the way to communicate with customers and prospects dramatically. Not everybody has yet got the point, but a business, which wants to survive, needs to become a Social Business with the whole organization being engaged.