I have my issues regarding Facebook's woeful treatment of privacy of its 700 million+ users. They don't care about our privacy. Zero. Nada. However, Facebook is a fantastic platform for individuals or groups with an agenda or a company that has a product or service to sell.
And if you run any kind of a business, you will want social media to be a part of your company's online outreach to customers or use it in ways that allow you to communicate directly with your customer base.
However, some executives are unsure if Twitter or Facebook could help them at all. So I'll keep it simple. If you're one of these executives, you should reconsider. And if you're the head of a department or company and one of your minions suggests to you that social media has no place in your company, fire that guy or gal.
Consider the booming ebook market. Consider Borders Group now being liquidated. I am sure there was a time when Borders executives thought the idea of reading books on electronic devices will never catch on or that if it catches on, it will not happen in the time frame that it has. Now, Amazon controls a large share of that market through the Kindle. And Borders competitor, Barnes And Noble, woke up finally and quickly acted to push through a large initiative within the company and came out with the Nook that effectively allow it to participate as a book seller in digital realm.
If anything, you'll want to be a part of the social media to know what your customers are thinking and use it as tool to see where your competitors are headed.
Maybe social media is a fad but I'm sure Borders thought e-reading would be a fad and would be confined to small corner of the book industry.