I understand that every story has two sides; however, wondering to get your opinions on the matter.
IMO: This is most certainly true for those marketers who have failed to adopt social as part of a modern marketing strategy. As for those who are already using social, I dont think it is an instant win. It takes more than just technology and good intentions to win in this marketplace. It takes a strategy that can combine it all together while absorbing the "voice of the crowd", processing it, and echoing it back to them in a way that they can recognize reciprocation.