There is a definite change in the way companies are marketing these days. I know social media has become huge for many. I found this article that really describes it well : http://technomarketer.typepad.com/technomarketer/2008/05/redefining-reac.html .
This is the basic concept:
"One of the ways that I tried to help guide them and explain why
social media is so powerful is the following scenario. Look at these
two equations and let me know which one has the most benefit to you:
1. Message 1,000,000 to possibly reach 100
2. Personally reach 100 who influence 1,000 who influence 10,000 who influence 1,000,000
They are two very disparate scenarios, but that is social media in a
nutshell. You're not wasting millions of untraceable impressions on TV,
radio and print buys. You're forming real relationships with people
that spread their version of your message along the chain."