Social media- is it worth it?

A recent article in the SMH (which I can't relocate), boldly claimed that SM was a waste of time for most companies. This may well be true as its so often done in such a token way; just setup your facebook page and they shall come. In a webinar with Heather Mansfield today, she stated that many NFPs (and no doubt small businesses), over reach themselves in committing to a social channel then not being able to resource it properly or not knowing how best to use it. A lot of effort can go into any channel with little reward. Better, she says to just stick to maintaining your blog/website and ema...