I regularly have discussions with clients who want to make the most out of social networking, really though, its it worth it?
Im of the strong belief that if your company benefits to marketing and promoting to consumers, then yes! You should have been on facebook yesterday promoting your business and services.
If your however more focused on business to business (B2B) products and services, you could probably hold off for a bit.
It makes alot of sense when you think about it. Facebook is for individuals to keep in contact with friends and family, the last thing they generally want to see if news and information about products associated to their job and work. If your promoting consumer products, then great! No problem, plug away. Business to Business though? Stick to Linkedin or Twitter....
So if you read up on all the hype surrounding facebook and why your business should be using, first consider if you really want to market to individuals or organisations.
UPDATE - March 2014 The online marketing landscape has changed since the post of this article. While some of the points discussed here remains true, if you do have the resources to look after and manage a facebook service even in a B2B environment, its now worth persuing. Having a social provide does benefit your business from a SEO perspective, but it does require ongoing communication and management, just as any online campaign, so make sure you have the resources!