I like how you keep stressing to not be afraid. Companies should stop worrying about this and accept that with mistakes comes learning and a better way to operate.
Personally I do think it is a good brand strategy to online on different social networks. But just like any other brand, being everywhere, such as WalMart, is viewed as a bad thing. I think we should limit ourselves and companies should limit themselves to the social media outlets that work for them.
I absolutely agree with you here. Measuring the results of social media is hard but crucial. There also has to be that goal, which is far more important than getting involved with SM because everyone else is.