If businesses believe that their strategy for corporate social media can simply be their previous style of marketing strategy shifted over to the new kinds of media, then that’s the first thing they’re going to have to unlearn. The nature of this media is that it creates a two-way conversation between equals. Previous to this, businesses have been used to being in control of the company-customer relationship, often just giving lip service to “listening to the customer.” This simply isn’t going to be the case anymore. So their social media marketing plans have to reflect this.