Outlined below is a 5 step process to evaluate the communication needs of the company and how social media could change or improve the current paradigms. This process is from the perspective of an internal consultant, who has a sound understanding of the companies vision and strategy. (This is a work-in-progress model, so all comments and criticism are welcome.)

1. Based on the vision and strategy, Identify key entities/groups that interact/or should interact with each other ( e.g. prospects, consumers, Sales force, Mkt , Competion, Regulators, Govt.)
2. Define the optimal mode of interaction between those entities (e.g. listening, responding, interaction, broadcast)
3. Identify a communication paradigm that best facilitates the interaction
   

   matching social tools to communication needs

4. Evaluate existing tools on the basis on these paradigms. ( the example below is an evaluation exercise for the career services department at a business school)
   

   Identifying communication needs and areas for improvement

5. Propose changes and new solutions or else congratulate the company on a comprehensive communication strategy!

Once again, this is a work-in-progress model, so all comments and criticism are welcome!