Reading tip: a post on the way brands should and can use social media in their marketing mix in the future.
In addition to the message that you should now apply the social tactics that you might have been testing sofar in a strategic context. Plus a few casestudies. There could be more casestudies, I am sure. But not that many yet, that we can actually claim that social media are really part of the strategic mindset of brands sofar. (I think.)