In the same manner that it is important for companies to make sure they have all the various domain names that relate to their brand, it is now equally important to make sure they secure their brand on social media sites - at least popular ones.
Don’t let fear of the unknown keep you from protecting your brand and taking advantage of all the advantages social media can bring to your business.
If you have a web site, you should have a blog. Don’t just speak AT your customers, speak WITH them.
If you don’t see the benefits of link building, being able to interact with people, networking opportunities, controlling the SERPs and attracting traffic via social media, at least go out there and secure your branding.