Clearly, social media is still evolving. The potential seems endless, but mistakes are still being made and successes thus far have been limited. Ultimately, there will be rewards for those who change their traditional thinking about customers and marketing, whether it means latching on to the social media craze or the next big thing that comes along. Those who stand on the sidelines for too long — watching and waiting for confirmation — may find themselves and their companies virtually "friendless."
Above is what Sherif Mityas, a partner in the consumer products and retail practice of AT Kearney says in his insightful article A Million Person Marketing Department - A must read for everyone responsible for brand marketing.