The broker-to-broker interaction in the same shop is where the industry needs the most help, and where the waters can become murky.
Regular tweets, staying connected on LinkedIn, and maintaining a blog with multiple contributors is ideal. The challenge in part lies in compensation.
Most brokerage shops pay on commission, so there is an incentive to keep your pursuits to yourself and protect relationships. Internal client relationship software is a great start as a platform to see who is connecting to who, but it is only as good as the people who use it. Social media tools can be used to present a cohesive sales culture to the outside world.
If an office was all connected on LinkedIn, using a Twitter account, on Facebook and following blogs, more connections would be made. I guarantee it. More business would be generated when you find out the guy sitting next to you knows the CFO you are chasing.
This thing we call social media is not a bubble. There is plenty of upside for big business.