As many of us here know, because we don't live under rocks, is that there are many: hobbies, businesses, interests, etc... that use social media to great advantage. My main interest is music. There are countless guitar companies that thrive and drive their business, identity, etc by harnessing the power of the people.
I recall having conversations as to why Weber was no longer involved with BBQ cook offs, Memphis in May, etc. The general thought was "well those people aren't interested in us".
What?
Look at NASCAR. How does Hamburger Helper sponsor a car? Or M&Ms? The mere presence at a BBQ cook off is huge because it creates a "Me too, Us too, All of us in common". By not partaking, you exclude, alienate, etc.
Certainly you have to choose wisely in selecting events and social media arenas, but it needs to and should be done in this day and age.
Heck, I couldn't even get them to use Meeting Maker in Outlook to schedule a meeting!