Tipping point or not, Social Media(SM) has exploded beyond everyone's expectation. With engagement levels staggering even the toughest forecasters. As far as marketing is concerned, SM is relevant, necessary and a must include in any successful marketing plan.
Companies need to build campaigns in this online community. The strategy has to include building trust through honest, helpful posts that solve problems or answer questions. Sometimes (not more than a 1/4 of the time) linking to their own company blog or website if the answer is there. This is where they'll see tremendous campaign value.
Value in terms of building brand and increasing traffic, and in terms of business opportunities from within the community. The opportunities come because businesses want to engage with people they trust, feel have their best interests in mind and know what they're doing.
All of this can be established through Social Media posts and interaction.
There is no other marketing vehicle that hands you an already engaged audience on a platter. Your challenge is to integrate Social Media into your marketing plan and manage the tools. If you're too busy, hire someone that really knows the ins and outs to take care of the details.
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