I like this article from Organic, adding to the fact that social media done right takes a huge amount of time and dollars. “…Pulling a bunch of feeds together does not create a story about the brand, or open the doors for a new kind of communication.” read about it here: http://threeminds.organic.com/2009/10/admit_it_already_there_is_no_s.html
For big brands it might be a different story, but what about smaller brands attempting to unlock some magic shortcut to sales, identity, or even pulling like-minded people together to realize business benefits. The fact is you can’t be out of the game, but doing it right is much slower than most people think.
