Some thoughts after reading this article about the value of social media in the health care field. The first is from Lisa Pollack, Denterlein Worldwide, Boston. The second is mine.
Regarding use of social media for marketing: "Trust is the goal, so that you will be a brand that people will yammer about in their social networks."
Regarding use of social media to deal with an organization's problems or perhaps a short-term crisis, as below: "Asynchronous communication in service of meeting a temporal need."