Just last night, I was talking to one of my friends about how some companies are still not embracing social media to their advantage and are still relying solely on traditional marketing methods.
His response was “but I don’t think many people read blogs – for that matter, I don’t think most of my customers read blogs”. This is true – there are less people who say that they explicitly read blogs.
But my argument was that the purpose of social media is not primarily for those who are already on your site, but to help you get in front of those users who don’t know about you, but are searching for the stuff that you have via a search engine.
So it was refreshing for me to see David Meerman Scott’s latest blog post Why “do you use social media” is the wrong thing for marketers to ask addresses just this issue – worth a read!!
Software Product Manager by Gopal Shenoy 
Good article. Thanks for the link.