In answer to the question is social media (Twitter, Facebook, et al) always a good thing for B2C and B2B brands to use? I'd say probably not. I tending to agree, instead, with a piece in the online edition of a major advertising trade that I have read for decades, and that I continue to read daily now, even though I am no longer working in advertising and public relations as I transition to full-time professional mommy blogger through this blog MommyBlogExpert
Here's my opinion, which also appears in Adweek's comment section responding to the original article:
Brands -- and their advertising and PR agencies back in the stables -- need to really think things through before jumping on the Facebook, Twitter and other social media bandwagons. Various promotional tactics work for different types of B2C and B2B businesses, and may indeed share occasional overlap with each other's brands on some concepts when it comes to marketing. Yet, we all must constantly remember that social media is not the one-size-fits answer to every marketing challenge.
Benjamin Palmer presents a strong case along these lines in, "Is Silence Golden?" See the October 22, 2009 digital version of Adweek for Palmer's full story.