As with all new concepts and technologies there are leaders, pioneers and early adopters and others who will take a lot of convincing, or just remain very skeptical.
Now is not the time or place for a lengthy discourse.
Just to comment that it depends on your goals, (short, medium and long-term), it depends where your audience is (and where they are going to be), and it depends on other options you have to communicate with them.
Metrics about Social Media are rare so far. With Twitter I’ve not found any equation that says if you have X followers, put up Y Tweets, you can expect Z leads. And anyway there’s the big caveat: It all depends!
But here is a great video example that makes the point about ROI very well.
Enjoy
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