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Personally, I think that any company can use SM to for PR, Cust. Service, etc. The challenge is converting your SM activities into revenue or cost savings and being able to measure efficiency/effectiveness.
Then again...what's really being invested? Time? One guy could possibly be the voice of an entire corporation. I'm sure most companies spend more cash on other marketing methods than they ever would in giving SM a shot.
I'm sure you'll understand it the more you use it.