Scott, your response puts me in mind of what Mike Gauldin (the dearly departed former head of pub. affairs at the USGS) used to say about writing press releases: Lead with the news, not with the process.
It seems we are still hung up on the process of social media itself rather than having worked social tools into the rest of comm. mix we already had. We’re saying “Hey — HEY! Look! It’s social media!” rather than “Here’s some info/services we think you’ll find useful” and, oh, hey, they happened to come to you in a format that’s really useful for you (social tools or otherwise).