it seems like many of the social media examples that people use on a daily basis (Zappos, Dell, etc.) are B2C products which sometimes gives the false impression that you have to sell a "thing" for this social media stuff to work.
Check out this little video (done by the Earnest Agency out of London) that puts some very interesting stats on the table. See if you recognize yourself in the video! (e-mail readers, click here to view video.)
So, what do you think? What do the stats say to you?