Is your firm still sitting on the sidelines debating whether it should jump into the social media fray? If so, chances are your discussion is probably centered on the wrong issues. On social media platforms, your organization should focus on how you can support and enhance the social media community, not your firm.
On social media, consumers tend to be interested in themselves, their family, and friends. For marketers, this means you need to get over yourself! People are on social media to socialize, not get bombarded with your marketing messages. Marketers have followed them to social media for the same reasons they use any other media platform: because it's where consumers are and advertising requires large numbers!