Social Media: Need vs. Demand

At a recent seminar I attended in Atlanta, the conversation revolved around business use of social media. The predominant question was, “Do you need it or does the market demand it?” Frequently I hear business executives say they need to get into social media, mostly because they hear a lot about it and feel they are missing out in some way. Then the discussion flows. What does it cost? Who will do it? What is the ROI? Do my customers even care about social media?