I came across this article the other day that I think is really relevant to organizations right now: http://www.zdnet.com/blog/foremski/the-hollow-emptiness-in-social-media-numbers-most-accounts-are-fake-or-empty/2175. Basic summary: many SM accounts are "empty" ... there is no actual person behind them. I think the fact that more data is being generated around this fact will make companies re-evaluate how they are using SM. I don't, however, think SM is going away anytime soon. I will be interested to see what the "Web 3.0" world looks like, though.