I'm trying to determine the ROI / business value of social media sites for my company. A common assumption is that if one's company is not end-consumer focused, there may be less value found upon social media sites like Facebook, YouTube and Twitter. However, if you are trying to take the pulse of the "conversational web", these services handily beat traditional web sites. Over the past 24 hours I've discovered the truth of that hypothesis. In my case, I ran Grandma's Marathon yesterday during "black flag" weather conditions (i.e. dangerous heat). I decided to create an animated slideshow with music of the experience.
Being curious about yesterday's race, I queried Google on "Grandma's Marathon". Almost 100% of the first 20 results (farther down that most people would ever read) are traditional news media reports of the race. However, if one runs the same query via Twitter Search, the results are dramatically different, you learn what it's like to actually run in the race. The first tweet was by Graeme Thickins, a web 2.0 reporter who actually linked my video.
Thus, always know your audience and your purpose. One needs to stay abreast of both the traditional and conversational web. You'll be better able to understand the parts to the puzzle.