I did an interview with the Baltimore Sun’s Jill Rosen last week on the importance of social media. It looks like Jill decided to run with the Twitter tattoo story and she also works in some great points on how local social media professionals are helping local businesses spread the word using Twitter, Facebook, and other social media sites.
My opinion: social media will work for SOME businesses. It really depends on if it’s a business that allows a more personable connection. Make sure you have (a) “face(s) of the company” that people can relate to and feel like they can connect with on social media, and of course the one thing I ALWAYS tell people is to bring something to the table. People aren’t going to follow you on Twitter just because you have a cool background or nice picture, it’s all about how informative your tweets are.