Marketing social media through traditional press?

I might be a little slow off the mark in blogging about this topic since it's been discussed into depth - but I thought I might provide a little insight into the topic of social media integration in Australian businesses.

Lee Hopkin's post of "Why Don't Australian Companies Get It?" raises some important points of opinion on why it hasn't been adopted within the business world - a question on ROI for most executive management teams.

So if an Australian business is keen to experiment with new social media, just googling it doesn't really help when this is the result of (searching social media services Australia (Have a look at the link provided - so much for SEO!). I am not silly enough to think that a google search is to blame for this - but where are companies getting their information from?

If public relations agencies aren't up to speed or their in-house communications team isn't aware - how are companies going to change if the people leading the pack aren't even skilled up? Then I guess this takes us along the path of educational sessions/programs - not that PRIA is to blame for the Australian industry to catch up, but from my understanding, they only starting hosting seminars on social media this year.

Maybe there's a market out there for social media "experts" or "advisors" to market themselves for Australian businesses through traditional media channels?