As many of you know - I'm a great fan of Common Crafts excellent videos as a way of explaining briefly - some of the new ideas going round.
(Picked it up via RSS feed but also thanks to Steve Dale for also picking it up- stops me missing things)
They've recently done a recent video on what social media is.
If you click on the video then it will play
Social Media in Plain English from leelefever on Vimeo.
A good use of analogy - using ice cream. I think that there is a lesson for any company which is looking to update its internet site in the near future. Start to get feedback from your fans known and unknown to comment on your site or products. Perhaps contact them with some exclusive products such as thought papers and ask them to comment in advance. Beta testing for thought papers.