Nine in 10 companies now use Social Media in some capacity. Yet tremendous untapped opportunity remains – $1.3 trillion in business value, to be exact, according to McKinsey Global Institute. Most organizations are still using social media in superficial ways or only in select departments (generally brand marketing, recruiting and customer service), but the rest of the organization has yet to catch up. And very few companies more than a decade old have built or adapted their entire business model for the Facebook era. Yet that’s precisely where the biggest prizes await.