SMO: Where's the Beef?

So the Buzz is all Social Media Marketing and we even have a buzzword for it SMO (Social Media Optimization). The one problem I currently face, and I'm sure many of you have encountered at various times, is explaining and convincing the client the 'New World Order' in marketing strategy. We have never been at any point, in all our human existence this connected to each other..and that to around the world. The context and metrics are still being sorted and evaluated, to merge different ideas and paths along the way. As we go along, I will try to bring examples on this blog to show successful SMO strategies.