Thi whitepaper is an interesting read and will give you new and expanded ideas on how to bring social media into all aspects of customer enagement. Also some good reference data for future use!
Part I: Overview
Marketing and PR are currently the leading business uses of social media; sales and collaborative work lag behind.
Part II: Business Applications for Twitter
External use of Twitter could shift sharply toward an empmphasis on customer involvement.
Part III: Business Applications of Social Networks
From SocialMediaToday and .Biz