There's a lot that can be said about social media as it is right now and much of it has already been said, written and regurgitated all over the internet because, paraphrasing Douglas Adams, the definition of a geek is someone who uses social media to talk about social media.
We all know that person. In fact, for some people I am that person, but if we measure the value of social media as our ability to communicate about social media, it really has no value other than being a technology with Narcissistic Personality Disorder and enabling those with it. I don't know about you, gentle reader, but I don't enjoy sitting and listening to people shout about how awesome they are all the time. We won't discuss the selfies, where one can easily be drowned in a sea of pictures taken in bathrooms - only inches away from toilets.
The same, of course, applies to businesses that speak only of themselves, but we are usually spared the misfortune of knowing what a corporation had for breakfast - and where the boardroom toilet is still off limit for corporate selfies. At least for now.
Once upon a time, I wrote a review of a junior engineer at Honeywell for my manager. I stared at that sheet of paper for what seemed like a lifetime before writing, "He would benefit the team more by enriching himself more." In essence, he was a weak link (who I hope has found his place in the world!) and required constant supervision. He had nothing to offer but what he was taught and he did not seem interested in going beyond that. He brought nothing to the table but dined from it.
At another point, I was a communications manager for a company where the CEO wanted me to constantly write about what the team was doing. The trouble was that his want for adding content was greater than the things that there were to write about. He didn't want to communicate to the audience the things others were doing in the same field, and that only served to constipate what could have been a very useful bit of social media. It's not just about your company.
It's about your audience.
That's the issue with social media, be it with personal use or business use. There are many that dine from the table but there are few who bring things to the table. It's those who bring things to the table that truly add to social media - though those that share certainly propagate those things.
If you truly want to use social media, do your audience and yourself a favor: Bring something to the table.