In my experience, the social world is still growing. I think the baby boomer generation never really accepted social media (except for my dad, who loves to see what my brother and I are up to since we live far apart), gen x is still active with it, and the younger portion of gen y (2000s babies) are are too engulfed in to to realize what's going on outside. As gen y gets to the age where they are buying cars, social is going to be incredibly important. If you don't have a solid understanding of how social will affect buying decisions, you're setting yourself up for failure. People rely heavily on social recommendations. Even if they don't personally know someone, they'll trust their opinion & recommendation. I fully believe that any business that wants to succeed in the future needs to embrace social media as a branding & reputation tool, not as a sales outlet.