Has momentum for change become unstoppable?

Tipping points, according to Wikipedia are "the levels at which the momentum for change becomes unstoppable". Are we far away when it comes to business use of social media platforms? Or more directly when will the business risk of engaging with social media outweigh the perceived risk it represents?

When not taking a risk is actually taking a bigger risk, according to @murnahan, is ‘when your competition does it sooner and better than you’. So could it be that a basic human emotion is the key driver for many organisations? Is it a balance of fear of lost opportunity against the fear of sustained web attack or more succinctly the fear of losing control of the message?

Many organisations, and indeed communications professionals cite losing control of the message as a key reason to avoid social media as a channel to market. But surely this implies control of the message to begin with? If social media channels are an extension of word of mouth then organisations’ have never really had control, it’s just that the reach of those conversations was more limited. Sure, a badly handled guitar or the (alleged) mold in your apartment weren’t discussed on millions of screens, but even now they are, the issue isn’t message control but lack of engagement and dialogue.

It’s not the message that is uncontrolled it is the channel, and that’s what scares business.

Managing reputation and creating relationships with customers are key drivers for every business. Creating engagement with a customer or entering into a dialogue with them in any other medium would be seen as a positive influencing factor likely to elicit repeat business. But in social media it is risky?

If tipping points are those at which the momentum for change becomes unstoppable, surely we are approaching that point at some speed. To actively manage social media channels each business must evaluate its own tolerance for risk and at the very least they should be actively evaluating that tolerance rather than hoping that the societal impact of social media will diminish.

That really would be risky.