Clients ask us all the time.  Our answer:  depends on what you’re trying to do and whether you’re committed to an ongoing honest dialogue with your markets.  If you’re trying to sell a story in social media, we’d advise you not to bother.  If you’re up for learning what your buyers want, imaginative in finding creative ways to reach them, and capable of articulating how your product or service meets those needs…or not…then it’s a potent channel, to be nurtured and nourished like any other powerful medium.  But marketers beware…marketing was once about creating a dream, and now it’s about being clear, concise, transparent and relevant.  Without these,  you’ll do more harm than good.