The “drivers” behind the extraordinary rise of social media include cost (lack of) and traffic jams (avoiding). It is easy to form a party using Facebook, so long as you do not invite a bunch of strangers to your account (fans!).
But when you use it for what it is intended, it does spell the death of another “profession”. It is not just replacing the news media, it is replacing the need for IP distribution. All you need is a willing network.
How are you putting your business online? How are you building contact?