How to start using social media tips

Two days ago Chris Brogan finished a series of 5 posts on tips of how organizations can start to use social media. After starting with a introductory post he talked about Listening, Blogging, Audio and Video, and Social Networks like LinkedIn, Facebook and Twitter.

To me this series presents a great starting point for those curious about what they can and where to start, but it also helps those who are using the tools to convince others in their organizations to follow suit. I will definitely try out the listening tips to see if this helps in showing my colleagues that they can observe without having to commit to anything. Will this convince some that it is worthwhile to engage? Has anyone tried this? What happened?