I believe that we've "done" social media at SAS the right way. I know that because I can read this Dilbert cartoon (embedded here from dilbert.com) and actually laugh, and not cringe with shameful recognition.
+Chris Hemedinger is the manager of SAS Online Communities. Since 1993, Chris has worked for SAS as an author, a software developer, an R&D manager and a consultant. Inexplicably, Chris is still coasting on the limited fame he earned as an author of SAS For Dummies. He also hosts the SAS Tech Talk webcasts each year from SAS Global Forum, connecting viewers with smart people from SAS R&D and the impressive work that they do.
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I actually worked somewhere that a manager asked in a meeting if we could have blogs just read by people internally so no one outside could learn anything about any problems we had and maybe "use that information against us". I suggested that perhaps the manager had misunderstood the nature of blogs - and the Internet, come to think of it.