Input requested: Web 2.0 Expo session

I'm looking forward to the Web 2.0 Expo coming up soon in San Francisco.  I'll be sharing a session with two people you might know:  Charlene Li and Jeremiah Owyang.

Our session is Why Social Media Marketing Fails - and How To Fix It.  A description, for starters:

Social media usage by individuals has gone mainstream. Brands are rushing to keep up with consumer behavior and consequently hundreds of companies around the world have launched social media marketing initiatives.

However, although major brands aren’t stumbling today as they were in 2006, current programs show that most marketers continue to operate businesses as usual. Most social media marketing executions are copy/paste into new channels – and customers aren’t impressed.

In order to make social media marketing matter, brands must answer key questions like: - How can companies measure activity?  What about scalability? Why does our organizational structure prevent participation?

This session will propose answers to those questions and attempt to help marketers think through the issues that will make social media marketing matter.

Here's where I'd appreciate your input.  In the current economic environment, if you're going to make the effort to attend the Expo and our session, I want to make it as relevant as possible.  So I'd like to get your take as we plan the session.

After reading the title and description:

• What would you expect to hear covered in the session?
• What questions come to mind that you would want answered?  
• How can we make it a session that you walk away from satisfied?