In my experience, newsrooms have 3 major challenges... 1) Organization. The issue is that many newsrooms are managing dozens of social accounts simultaneously and doing so with a staff of 25+. This sets up a huge management headache Keeping track of who is doing what and measuring success. 2) Security. With that many people contributing, newsrooms often have loose password policies and there have been some real horror stories: http://on.mash.to/pjUkGh 3) Goal Setting. Often, social media is something that is done because "everyone else is doing it" ... rather than because the newsroom has identified specific goals that THEY are trying to achieve. That's always the first thing we work with our SocialNewsDesk clients to do.