While it's true that social media initiatives are hard to pin down in terms of ROI and are not easily compared to push channels like e-mail, it's also hard to ignore the role these platforms play in people's daily lives. Don't be too intimidated to explore these waters while the waves are smaller.
P.S. Speaking of being social, we can talk in person this month at DMA08. Feel free to stop by booth #516 or flag me down in the convention center hallways. I'd love to hear what's on your mind these days.