At Boardroom Metrics we've embraced social media. We use it to profile our people, find people, find work.
It works and it's free / really cheap.
So it's always refreshing to still hear lots of people - and organizations - say that social media is a waste of time.
That point of view used to bother us. We used to try to fix it.
Now, our advice is 'go with it'. Ignore social media, don't learn about it, don't put any effort into trying it.
Leave the competitive advantage to others. Abandon that particular opportunity to differentiate. Make it one more easy tactic for your competitors (they could be people, or companies) to win the hearts and minds of your target audience.
Social media doesn't work. It can't be measured. There is no ROI.
Yes, go with that thought.