Anyone who has ever tried to convince an organization to use social tools knows of the challenges that can follow. From questioning the ROI, to struggles over strategy and the direction to take a social presence, starting down the social path can lead to many frustrating situations.
The underlying problem behind all of this, is not an organizations desire to adapt a new tool, but rather their comfort level with a whole new style of communication. Some would call this communication revolutionary, to myself it is far more natural than the decades of barriers companies have constructed between their audience and themselves.
When selling this transition, here are some pointers to help you out.