Read this article from The New York Times.
small business reputation
Like it or not, if a business (or anyone in marketing/communications) wants to stay on the cutting edge of marketing, you're going to have to come to terms with the fact that social media is here. Who knows if it'll be a boom or bust, but it's here and it's working for most.
As a former editor in the publishing industry, I really believe that those publishers who will stay afloat during these turbulent times are those who learn how to make technology work for them. Those who don't will sink.