Ignore Social Networking - prepare for business downfall

The headline of a Report on social networking says

Research and Markets: As the Number of Business Users of Social Networks Increases, Advertising Expenditures Will Rise Accordingly, Reaching an Estimated $210 Million in 2012

The New Business Doctrines of the co-creating world has to factor in the social networks. The future is Networked - we know - but it is about social networks - is a new insight and mind you pyramidal businesses built on centuries of Hierarchical thinking dont even understand networks - now how on earth these are expected to understand and leverage Social Networks!

It is a challenge!