Yes, social networks can drive some business, although it is problematic. Successbully working these networks require a large input of time and energy which distracts from the business at hand. If one is using social networks to drive business the focus must remain on that. Unfortunately the clear majority get so involved in the social networking aspect of these communities that little business value is recognized.

In a nutshell, it is a full time job driving traffic from social networks, there is little time left to perform in your career as an individual practioner. Many are so obsessively involved in these sites, they have lost the focus on and and fail in their business. They are so busy promoting their business, the time to apply it is dissipated.

Teams that have one person working the networks yet are still able to function in their business are having much better results. Still, the amount of business to be derived from these social networks is limited and few are successful enough to run their entire business strictly from these networks. The networks need to be part of an overall business plan, unfortunately most network members are not savvy enough to recognize this.

Placing ads on these networks is what drives revenue to and supports the social networks. It remains to be seen if enough businesses will advertise on these sites or if the sites are able to drive enough traffic to cause repeat business from the advertisers.

If the ROI isn’t there the investment in the ads will not be either.