Is social media relevant to my business?

It’s still a question many businesses are asking.  So how do you decide? Why in late 2010 did Coca Cola reallocate their marketing budget in favour of social media marketing methods? Is it that they consider most of their customers spend their lives sitting in front of a computer obsessively checking their Facebook account for the latest news on what’s hot and what’s not, while knocking back the Coca-Cola to keep them refreshed and awake!  Or, perhaps their customers are more the brigade who walk around with a mobile phone fused to their ear, or the hand they continually...