The only way to successfully determine priorities in the more tactical areas is to ensure that they are aligned with the broader company objectives. To do THAT you have take the broadest view of the organization and then BACK your way into your social media initiatives. Taking that approach means that you’re always supporting the most impactful items for the organization.
Due to formatting issues on slideshare we've had to put up the keynote file, you can still download the PDF at http://www.sideraworks.com/wp-content/uploads/2012/09/Social-Media-Priorities-2-Dreamforce-12-.pdf
Clipping is a handy way to collect important slides you want to go back to later.