Social business evangelists
Why is it that when people tallk abut the undoubted benefits of social business (or indeed social media) they feel impelled to use such emotive language as this. It's like you are running a schol for trainee evangelists, whipping them up to doorstep people and convert them to the Truth.
If social is the way to go for your business (and frankly some busiesses are so far away from being ready that no amount of semonising could make it appropriate for them), then you can make the case coherently, logically, dispassionately. Of course you need to be persuasive, and tenacious. Butrelyiing on rhetoric will, in the end, produce zero results.