Nick, that is very true. However, I think the current conversation is less about whether or not to be active in social media, and more about HOW to become active in a way that is really reaching your target audience. It's not enough to set up profiles and merely be present. Integrating a social media plan with ROI goals into your company's marketing strategy is imperative in today's climate of search. If you want to be found in search results, you have to produce interactive and shareable content on an almost daily basis.