I have been thinking about this a lot. And what initially seems like a contradiction (authenticity vs. image) may actually be more of a filter than an obstacle. What I mean is, brands that are real -- that keep their promises -- should have no problem with social media because social media essentially keeps you honest. When you're out there speaking your mind (and when people are speaking their minds about you) in an unfiltered way, you are basically displaying your real brand. If your well-crafted corporate brand is the same as your unfiltered identity, then integration is a non-issue. But if you're trying to promote an image that isn't real, social media will catch you. So the message for branders is, the limbo bar has been raised (lowered?). You'll have to scoot under it more carefully now.