"The importance of social networking and "conversations" are having for companies and bloggers"

"The importance of social networking and "conversations" are having for companies and bloggers"

Most companies would say it is very important but they struggle to implement it because they are worried about the lack of control. Others do not offer any interaction with their users.
How to implement it in a way that benefits both, companies and users. How to benefit the most out of open conversations without risking damage to the brand or company.