The answer, of course, depends on the organization, its culture and skill sets.
BtoBOnline asked the question, "Does my brand campaign need a social community component?"
And I think if clients or management asks the question, the answer should be: In 1995, it was big news when Fidelity launched its website -- it was a large, mainstream company and it signaled that the Internet was ready for business. (Before that, Internet users complained when companies used the Internet and email for advertising/marketing.)
Now every company has a website. You can't think of launching a business without one.
The same is true for social media. In a short time, companies won't consider not having a social media presence. I've even seen TV commercials now that point viewers to the brand's Twitter feed.
Yes, I know, some organizations are not ready yet. But they will need to be soon. There are conversations going on without them.
Of course, it is important to figure out where your customers and partners are so that you can develop a strategic campaign. That's why the discussion about metrics and case studies is so important.