On our way back to Columbus we got on the subject of social media, Twitter especially. A comment was made by one of the site selectors that she utilizes Twitter for the instant research capability it has. She went on to say that when doing research on a community, she can get an immediate feel for it via the comments on Twitter, both good and bad.
A similar story was told at our Annual Dinner by Don the Idea Guy. He said if you think your competition or your customers aren't on Twitter, you are dead wrong. "Just do a search", he said.
Whether you like it or not, the use of social media is not going away anytime soon. The level at which you participate is up to you, but what you can't do is ignore it because your competition certainly isn't.