For those who are still unconvinced of the exceptional value for money of social media (gosh, there's even a business logic to adapting brands to the networked world !!?!) Jeremiah Owyang delivers from the horse's mouth.
Be sure to point those who have yet to participate.
As Jeremiah says:
"It’s great to learn first hand from Dell how they’ve used these tools to increase revenues and reduce costs –it’s time we focus on the business aspect of things rather than the feel good branding only."
In context here.