Personally, I don’t count Instant Messaging, Blogs, Wikis, or Screen Sharing via WebEx, etc. as ‘social media’ — but I know some have a different definition. I see “New Media” as encompassing all these plus social media. Social media being the Facebook-like sites (internal and external) and Twitter/Yammer tools.
You may want to get in contact with Hal Macomber or other Yammer users. Personally, I haven’t found any benefit from social media (as I’ve defined it above) in my own projects.