Are you social enough?

One of the most popular topics in advertising and marketing right now is social media. The only problem is they are saying "if your not working on your social media, you're going no where". This is where i have a problem.
It makes a lot of sense for most companies to make sure they do a lot with social media and there are plenty of platforms to do it on. I believe it works and it works in ways that other medias can never imagine.
The problem is, it will not work for all companies or brands. Yes, when people hear how cost effective it is they just want to jump all over it. Most of the time, the person who is trying to sell it to them will be happy and leave it at that. Even though, deep inside they know that its probably not for this client but it helps their own bottom line.
Newspaper, TV, Radio, Magazine, outdoor still work very effectively because the number continue to show. If they didnt work, then all of these medias would soon disappear and everything would be online. The main problem i find with using social media is you are hoping the consumer is actually looking at your ad that is on a given site. Making sure you use a campaign properly by being interactive with the consumer and showing them that you are trying to make things easier on them to benefit from what you are talking about. This way you can feel confident that you have done the right thing for the client in regards to promoting.
Finally, do not give up on all of the traditional media out there just because someone tells you that online and social media is the best way to go. Make sure you do what you can to MAKE the consumer look.