Social media expert Paul Dunay remarks that just like e-mail, social media will eventually be in the hands of everyone in your organization (he even puts a date on it—Jan. 1, 2012). But he cautions such widespread use of social media could hurt your company's brand. “You can't have some people being long Tweeters—it just won't work—and you can't have some people being fast and pithy. I think it presents a real challenge for a brand.” Read his blog to see what he recommends.