The efficiencies created by integrated marketing with social media are real, as are the risks. Because some of your competitors will get it right and save money that can be used to develop their brand, products and businesses, you also have no choice but to begin defining your approach.
Employing Enterprise marketing is less a matter of deciding to use a given set of tools and more of acknowledging that it is part of the new business climate. The choice you have available to you is not whether to choose a given tool or even how to use it. The first decision is how aware you want to be of these changes and whether you want to navigate them or become the victim of those of your competitors who have.
Of course, the gravity of the situation really depends on the nature of your business as well as your future goals. If you are OK with selling lemonade on your street only and don't plan to develop systems to expand and scale out, it's unlikely recent technology and media changes will affect you.
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