Interactivity, networking, sharing, referral, speed of information.  All points made by marketing experts about the benefits of social media in a recent group dialog on LinkedIn.  All actions that separate zealots from others.

“More than the benefits your get from it (which can be many), you have to look at how not being involved in social media is hurting your business. I think that at some point the cost of not being involved in social media will be too high for companies to bear,”  said Marilyn Oliva of MPower Philosophy.

If you are cultivating more Zealots for your brand, then you might consider social media as becoming more than a “nice to have” and more a “must have” in your marketing mix.