Why are companies scared of Social Media?

“I don't think it is a fear-factor, as much as a question of making a commitment to use and master the new media as part of a communications platform. Once upon a time, companies planned for quarterly, semi-annually, monthly, weekly or annual campaigns. Now, the new dynamics have us thinking on our feet - daily. Taking the plunge requires dedicated resources who can keep the information fresh, consistent and responsive. It's a living media platform. No one should be afraid... it's dynamic.”