If you’re just realizing that this whole social networking thing is something you want to pay attention to, you’re a little late to the game. Additionally, if you think it’s the Holy Grail of advertising and marketing you need to put down the kool-aid you’re drinking. I’d say we’ve hit the spot where we can just consider it part of, well… networking, marketing and advertising. The key thing is, just like in anything else, you need to understand the medium or you’re going to look like a fool.