Luis Suarez, one of IBM's well-known social media evangelists and email killer, has a really nice post titled "Forget social strategy, think social philosophy: Hippie 2.0". I hope you go ahead and read it. I'd love to hear your thoughts about his post (by leaving your comments on Luis' blog). I'll insert my thoughts here (that don't only apply to social media, by the way):
Nice post, Luis! I agree talking about the underlying philosophy and/or concepts of social media is insightful and helpful. I find talking in this way to employees and managers helps. As an IT manager in the company I work for said: "When deciding to do an IT investment let's not talk about money/ROI first, but first make a decision based on the story." In your terms: The philosophy should make sense and be understood first.