People are still in denial, thinking that social media is a medium for their teenage kids, those with assorted pierced body parts, those who work at startups or play in rock bands. I still talk to people who insist that "it's not our demographic, or "this isn't for us," or "we're not interested." But it is your demographic and it is for you. It's free, it's fun and you should be interested because it builds relationships, which is how you grow your business. There's another important intangible benefit; it shows that you get it.