Do you know a lot about social media? If so, I've got an idea about how to figure out what's next - turn today's cliches around and consider the possibilities.
Think local, act global. To scale initiatives, you'll need to deliver with 1-1 relevance at a level that has 1-many impact.
Focus on the technologies, not the relationships. Platforms have evolved and making good use of them requires more understanding than ever. Take Facebook for example: segmentation, targeting, analytics, and integration opportunities exist for brands to drive business well beyond the fan pages of old.
Put business goals last. Thinking about maximizing profitability and how much money you'll squeeze out of your relationships will kill creativity off the bat before any initiative gets started.
Just some thoughts - what other phrases do you hear repeatedly that may drive insight when viewed in reverse?