Social or Anti-social?
Whatever your belief around Social Media the thing to accept is that it is here to stay. It's purpose in business is to drive people, through various channels to your sales channels and allow your customer engagement process to convert them into revenue contributions to your business. As a number of businesses have found though, the participation in the social world comes at a cost; and more specifically the resource cost to manage the environments.
The key to success is to analyse the channels used in the Social Media space, and to use them effective. This may sound obvious but if you look at the level of spend that is channelled into Social Media market reach you would question whether some businesses are effectively managing them.
Then, even if they are, is their overall web presence aligned to ensure the customer recognises the company brand, products and message.