SM efforts, as Jeff puts it, definitely require you to jump in & experiment. Its not the cure for all ills - but it does deserve a nod.
It started with our
blog & continued from there...
Video & photo sites include the likes of
YouTube,
12Seconds.tv &
Flickr.
SN sites include Facebook
Fan Pages,
Group Pages &
Blog Pages.
I use
LinkedIn for extra employee exposure among the professional networking segment as well. (passed on MySpace - not worth the effort IMO)
Microblogging sites include
Twitter &
Tumblr among others.
Additional tools like our
Social Media Newsroom &
Google Profiles help the cause...