Just read GROUNDSWELL co-written by Josh Bernoff, Forrester Analyst.  His comments at a recent ad summit drive home the reason social media is being taken seriously be Fortune 500 advertisers and Madison Avenue.  Look at this site for P&G's Tampax targeting young teens - sorry men but it's a Tampax Site .  But it may not be what you think, it's a lifestyle site, not about the product and periods.  It's subtle stuff..... Check it out.  While it's not for those of us outside the demo, guess what --  IT WORKS.  According to Bernoff, per dollar spent on advertising this site is four times more effective than traditional advertising for P&G.  Perhaps this makes the Social Media doubters take pause?