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Social Media is very powerful, it built up's the network in the market between buyer, seller, consumer and enduser.
Social media is effective advertising network, it built ups the good will for a company in the commercial world, which will have impact on company's turnover and networth of the Comapny's shares.
Social media has a linkage to literacy rate and therefore one will have to decide based on that.
IT IS GETTING STRENGTH DAY BY DAY ALL AROUND THE WORLD BUT I THINK GULF MARKET IS NOT PERFECT TO GIVE RESULTS THRU SOCIAL MEDIA......... MAY BE AFTER SOME YEARS .