I have been a big Hugh MacLeod fan for years, and will often retweet his drawings (you can sign up for his mailing list at gapingvoidgallery.com), but his May 10th piece hit home closely, especially after talking about the importance of change in my recent Marine Week writeup.
It took me years to admit to myself (and my father, a second-generation salesman) that PR is really just another word for sales. And it's taken me some time now to come around to the realization that social media, if done right, is first and foremost an exercise in change management.
More specifically, my job is to help you change the culture of your organization. Here are some slides, derived from my recent session at NewComm Forum, that explore this a little more deeply (sorry for the small font, you can get a bigger version here):