The video below is from an article with a somewhat deceptive title, What Twitter Can Teach You About Your Dysfunctional Business.  Integrating social media into a cohesive communication strategy is tricky.  If your organization is having trouble with this it does not automatically mean your business is dysfunctional.  I recommend watching the 2 1/2 minute video to get some good insights about the challenges with this and ways to mitigate the risks.