Just because "everyone's doing it," should you be doing social media too?

Yes. (It really is that simple). What isn't simple is putting social media to work for your business and getting a return on your investment. Social media is really no different than traditional marketing. You can do it yourself. You can learn from a partner. You can throw your money/time around and hope something sticks. Or you can jump in with a plan, a goal and an expectation that your efforts will make you money.