Businesses see an opportunity to sell more of their product through advertising: first it was print, then radio, then TV, then online. This last channel is now diverging from simply online into social, mobile and apps.

As you intimate companies need to be very careful with their marketing strategies. Simply expecting a platform which gives opportunities for a greater level of interactment and engagement with customers to produce results could be naive. Especially if at the same time they are cutting their traditional “brand” spend – allowing other multinationals air-time.

Done right I think social will work for the compaanies you mention – but I think a phased approach in the current global economic climate would be more prudent.