Social Media in Higher Ed: Questions?

Later this month, I will be moderating a panel discussion on social media for the CASE III regional conference in Tampa, Florida. Here is the program description:

Community, Conversation and Control: A Panel Discussion on Social Media
It’s no secret that sites like Facebook, YouTube and Twitter are changing the landscape of higher education communications at a rapid pace. What are the best (and worst) practices for building and engaging online communities? How can communications professionals help bridge the gap in educating colleagues and university leaders who aren’t using these tools yet? (Yes, there are a few of those out there.) This panel of proven social media practitioners will feature various perspectives on these questions and more.

What questions would you recommend (or like to see answered)?