Transparency yields evolution to the good ol’ boys network for the simple fact that Gen Y seeks meaning where Babyboomers emphasized Opacity to protect Tradition. The value of Transparency IN SOCIAL NETWORKS to the Babyboomer is a fresh audience for ageless products/services. The value for all is deeper intimacy.
EVERY parea wishing to be hospitable to its audience should study this graphic and ask itself HOW will we transition from the blue arrow type TO the white arrow type of business: http://bit.ly/hospitality_behaviorgraphics.
PR could be the MOST appropriate division of the business realm in guiding social media projects due to its focus on harmony and reputation.
A lot is at stake in the eco-system of corporate business, both internally/organizationally AND externally/customer-facing. Social business shows us HOW intimately related our internal culture is to our external messaging.