If you're serious about pursuing a career in "social media" or are just TRYING TO UNDERSTAND this dense and exciting "space," there are a few folks you need to know. One of them is Qui Diaz.
Qui (pronounced "key"), my dear frolleauge (friend and colleague), is profiled here, here, and here, which is as it should be. She's super smart, creative, and soulful - great attributes of a great marketer. (She's also way into citrus but that's another story.)
The good news is her passion is social media for social change and you can hire her to think with you or read her thoughts for free.
Check her out!